Advertising in higher education

By: | May 21, 2020

In the United States, the barrage of advertising from colleges and universities is unrelenting. Colleges seem to advertise nearly everywhere—on TV, on the internet, and even on subway trains. Commercial advertising is among the most pervasive recruiting tactics used by postsecondary institutions, but we know very little about it. Just how much do colleges spend on advertising? The answer: a lot. In 2017, the most recent year for which data are available, degree-granting U.S. postsecondary institutions spent roughly $730 million on advertising—including TV, cable, outdoor, and online ads.

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