University of Abertay

The role of advertising in this case study was to influence prospective students at an early stage in order to generate early demand and reduce dependence on clearing.
Author: Not credited
Agency: The Bridge

Scottish Awards 2001

University of Abertay

How advertising helped Abertay increase student numbers in an increasingly competitive market

Outline

This paper will demonstrate how Abertay used advertising to help increase its share of the market for degree courses. It will demonstrate how it achieved this despite competition increasing both locally and nationally. And it will demonstrate that it achieved these increases in share without reducing 'price'. On a broader level (at least within eastern Scotland), it will suggest that institutions using advertising achieved more success in...

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