{"id":10211,"date":"2025-07-14T16:58:15","date_gmt":"2025-07-14T14:58:15","guid":{"rendered":"https:\/\/www.hochschulwerbung.de\/glossary\/"},"modified":"2026-02-24T10:54:48","modified_gmt":"2026-02-24T09:54:48","slug":"glossary","status":"publish","type":"page","link":"https:\/\/www.hochschulwerbung.de\/en\/glossary\/","title":{"rendered":"Glossary"},"content":{"rendered":"
<\/div>

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Glossar<\/h2>

Campus<\/h4>
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The campus refers to the spatially contiguous grounds of a university or university of applied sciences. It includes teaching buildings, libraries, cafeterias, dormitories and central meeting places for students. For marketing purposes, the campus is a particularly relevant location, as it regularly reaches a clearly defined, young and academic target group. Campus advertising benefits from low wastage within the target group of students, high dwell time, repeat contacts and low distraction.<\/p>\n\n

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DOOH (Digital Out of Home)<\/h4>
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DOOH<\/strong> stands for Digital Out of Home<\/em> and describes digital advertising formats in public spaces, such as screens, video walls, or totems. On campus, DOOH is used in a targeted way to reach students with dynamic, attention-grabbing content, for example in entrance areas, cafeterias, or heavily frequented walkways. DOOH combines high visibility with temporal and content flexibility. <\/p>\n\n

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Poster advertising<\/h4>
\n

Poster advertising<\/strong> is a classic form of outdoor advertising and includes printed advertising spaces such as posters, large-format billboards, or notices. On campus, poster advertising is one of the most effective advertising media, as it repeatedly reaches students in their everyday lives. Due to the spatial proximity to the target group, high recall values are achieved while wastage remains low. <\/p>\n<\/div><\/article>

Promotion<\/h4>
\n

Campus promotion<\/strong> refers to personal, direct marketing measures at universities, such as product samples, advisory booths, sampling campaigns, or event promotions. This form of student outreach enables direct dialogue, immediate feedback, and high interaction rates. Campus promotion is particularly suitable for products, services, and brands that require trust and personal experience. Promotions are also often used in building and maintaining an employer brand. <\/p>\n\n

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University<\/h4>
\n

A university<\/strong> is an academic institution of higher education with the right to award doctorates and to conduct research. It offers a broad range of degree programs and is characterized by a strong focus on research. Universities bring together large numbers of students on central campus structures and are therefore particularly attractive locations for campus advertising, recruiting measures, and brand communication. <\/p>\n<\/div><\/article>

University marketing<\/h4>
\n

University marketing<\/strong> encompasses all marketing and communication measures that are used specifically in the environment of universities of applied sciences and universities. This includes campus advertising, student promotions, digital campaigns, and collaborations with higher education institutions. The goal of university marketing is to effectively address students as a target group, whether for brand building, product awareness, recruiting, or event communication. <\/p>\n\n

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University of Applied Sciences<\/h4>
\n

A University of Applied Sciences<\/strong>, also a University of Applied Sciences<\/em>, places the focus on practice-oriented teaching and close cooperation with industry. Students at Universities of Applied Sciences are considered particularly career-oriented and decisive. For higher education marketing and campus advertising, Universities of Applied Sciences offer a clearly structured target group with high practical relevance. <\/p>\n<\/div><\/article><\/div><\/section>\n<\/p>\n","protected":false},"excerpt":{"rendered":"

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