Advertising the University

Colleges and universities generally do a poor job of advertising themselves. There are several reasons: improper planning, resistance to advertising, inexperience, and lack of a marketing plan. Problems occur when advertising is considered, including special circumstances that apply to higher education, but these problems can be overcome. The steps in the advertising process-establishing an advertising plan, who prepares the plan and similar concerns-are addressed in this article, which positions advertising as a part of the institution's overall marketing strategy.