ON THE ISSUE OF THE EFFECTIVENESS OF AGITATION AND ADVERTISING CAMPAIGNS CONDUCTED BY KHAI IN 2017-2018 (ON THE EXAMPLE OF SPECIALTY "LAW" STUDENTS)

Abstract

In modern conditions the university acts as a subject in the market of educational services. As a result, in order to maintain competitiveness, it doesn’t just have to provide high-quality education, but also to conduct an effective advertising campaign. The article analyzes methods of agitation and advertising campaigns used by NAU «KhAI» based on the interpretation of sociological research results on the topic: “Motivational characteristics of «Law» specialty students who entered KhAI in 2017-2018”. According to the results of the study, one can conclude that the field of battle for the minds of entrants moved into the virtual space. Now the university's website is its business card, its "face". Creation of a virtual image and its maintenance become a priority area because the logic of humanity development is moving in this direction. Thus, traditional forms such as advertising on radio, television, newspapers and magazines are economically ineffective in comparison to advertising in the Internet. As for the content of the website, the first priority should be placed to detailed information of the specialties, content of the training courses, opportunities for studying applied sciences, description of the areas of application of the knowledge, skills, and competences. Full and up-to-date information on the website creates the image of the university that is keeping up to the times. Such website shows the university that meets modern requirements and is capable to provide high-quality education. This is extremely important in the face of fierce competition not only in the Ukrainian but also in the global educational services market. Some of the features of our mentality should be mentioned too. Numerous studies indicate extremely low level of trust in official institutions in our society. Instead we believe in the immediate surroundings, and therefore the point of view “Reviews of friends, parents, relatives” definitely will be among the leaders. But now, the Internet as a reliable source has gained a leading position as well. This fact should be, firstly, taken into account, and, secondly, used, and we mean not only official websites, but also blogs, Internet advertising, etc. On the other hand the significance of the "human factor" has increased a lot. Professional guidance work in schools with potential entrants has a positive effect. It is also necessary to emphasize the importance of selection committee staff work. While making their choice, graduates and their parents want to get advice from a university employee, and the quality of this consultation strongly affects the final decision to enter the university.