The changes in advertising strategy during the Covid era for higher education Research a topic on international business. Your topic is ‘The changes in advertising strategy during the Covid era for higher education’. Demonstrate your knowledge, develop your analysis, and propose your plan. Do a comparison between pre-Covid and post-Covid eras for the changing advertising strategy in that industry. Select one or two companies to give realistic examples. The submission should be of 1500 words +/- 10% (not including title page, abstract, reference pages, or appendices). The analysis must be supported by at least 3 academically sound sources of information. The submission must utilize APA formatting.
Paper For Above instruction **Introduction** The Covid-19 pandemic has profoundly transformed many sectors globally, with higher education being one of the most significantly impacted. One crucial facet of this transformation lies in the strategies universities employ to attract prospective students through advertising. Traditionally, higher education institutions relied heavily on physical campus tours, print media, and in-person events. However, the pandemic necessitated a rapid shift toward digital platforms and innovative advertising approaches. This paper explores the evolution of advertising strategies in higher education from pre-Covid to the Covid era, with a focus on the adaptations prompted by the pandemic, and provides realistic examples from selected universities. **Pre-Covid Advertising Strategies in Higher Education** Before the pandemic, advertising in higher education was largely traditional, emphasizing campus visits, print media, and face-to-face engagement. Universities invested heavily in physical events such as open days, campus tours, and informational fairs, which allowed prospective students to experience the campus environment directly. Print advertisements in newspapers, magazines, and brochures also played a vital role in attracting local and international students (Hemsley-Brown & Oplatka, 2015). Additionally, television and radio commercials targeted broader audiences, especially in competitive markets. Digital marketing existed but was secondary and less dynamic during this period. Universities maintained a basic web presence with static websites that provided information but lacked interactive features. Email campaigns and search engine optimization (SEO) were used but were not as sophisticated as now. Overall,