Advertising and Marketing Communications of Universities – Intercultural Aspects

Abstract

Nowadays universities use a lot of advertising and other marketing communications to attract bachelor,
master, and doctoral students. The future of universities depends on how effectively the universities create their
marketing communications with regard to their potential customers.
In order to create effective advertising and marketing communications, it is necessary to know the particular
culture; the ad appeals, which are the best suited to the cultural environment; the characteristics of numerous
communication strategies, their positive and negative sides, etc.