Abstract:

Due to the high competition that exists between universities, every higher education institution must fight to attract every new student. The ongoing COVID-19 pandemic is leading, a large number of Slovak universities and colleges, to begin their own presentation in online space. One of the online marketing tools that is widely used is online paid advertising on Facebook. Ads on Facebook have the form of text ad that complements the image ad. Therefore, the aim of this paper is to present the first step in creating an online marketing campaign for a selected university department, which consists in selecting variations of image ads that would be used in a newly created advertising campaign. The selection of a suitable image ad was made using the primary research, the inquiry method, and the questionnaire tool. The students of the university department represented the sample of respondents who took part in the survey. The outputs and conclusions of the article serve not only the university department, but also other entities operating in education as a form of template, according to which they can proceed in creating their own advertising campaign.

Keywords:

Online marketing activities, image ads, inquiry by questionnaire.