Advertising Versus Direct Marketing for Recruitment
Douglas E. Clark Vice President of Enrollment Management Ferrum College Enrollment managers are, with the possible exception of those with unlimited budgets, confronted with the need to make choices about how their marketing dollars are spent. When resources are scarce, it is important to maximize the results from every marketing dollar.? One ongoing issue is how to divide the dollars between advertising activities and direct marketing activities. This article will argue the dollars spent on direct marketing have more impact than advertising dollars. So the next time you are pressed by admissions ?experts? who want you to spend your scarce […]
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