A modern approach to organizing a college admissions campaign in a highly competitive environment of educational organizations

The article is devoted to the actual problem today - the work to attract applicants to an educational organization. The article touches upon the theme of the transition from a book-written culture to a screen-clip culture, explains the peculiarities of information perception by various categories of potential consumers of educational services. The characteristic features of the preparation of an advertising campaign within the framework of career guidance work are singled out and described. The authors give a generalized description of the types of advertising used in career guidance. The fact of dependence of perceptions of various types of advertising on the age of the consumer is noted. In conclusion, the results of the recruitment campaign are given in the context of comparing the recruitment plan and its actual results, the role of new advertising media in the success of career guidance is determined. Such a view of the problem will be interesting to specialists whose responsibilities include the organization and conduct of career guidance work in educational institutions.