Advertising for Colleges

Advertising for Colleges

Globally, the commercialization of education institutions has grown unprecedently in the last decade. Each day, colleges and universities run ads on different platforms, including TV, magazines, billboards, social media, and websites. Despite the persuasion caused by commercial advertising, the concept is relatively new, and it’s challenging to comprehend the exact impact it makes on institutions. DeVry University and the University of Wisconsin Madison are examples of U.S-based institutions that spend significantly on commercial advertising through TV, billboards, and YouTube.

DeVry University is famed across the entire nation for its relentless commercialization campaigns, mainly through TV ads, billboards, and print ads. The institution has, however, faced significant hurdles recently, including a lawsuit for false advertising. Likewise, the University of Wisconsin Madison acknowledges the integral value of advertising and runs several commercialization campaigns. It also recognizes the benefits of protecting the image of a public institution and consequently follows strict advertising and promotion policies.

Comparing the two institutions, the University of Wisconsin Maddison, seems to have a more profound understanding of the intangibility and sensitivity of services. The strict policies help in defining what an “advertisement” is, along with identifying material that doesn’t fit the criteria. On the other hand, DeVry’s previous accusations on false advertising demonstrate that the institution struggles with the intangibility of services. For instance, in one lawsuit, the university was accused of misleading prospective students on employment and income rates.

The official website of the University of Wisconsin Maddison is aesthetically pleasing, both in imagery and text (Wisconsin, 2020). Also, language use is persuasive and straightforward, which helps visitors from all classes to relate to the benefits of attending UW. They also use the term “Badgers” repeatedly to communicate the school spirit to prospective students. Likewise, DeVry university uses persuasive language on the official website to showcase their catalog for services (DeVry, 2020). DeVry uses lengthy statements and history of the institution’s success, seemingly to urge undecided students to choose their programs.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

References

DeVry. (2020). DeVry University. Retrieved from DeVry: https://www.devry.edu/

Wisconsin. (2020). Admissions. Retrieved from University of Wisconsin Madison: https://www.wisc.edu/admissions/

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

                                                              APPENDICES     

Appendix I: Billboard (DeVry)

Appendix II: TV Commercial (DeVry)

https://www.ispot.tv/ad/w5Nv/devry-university-innovation

 

 

 

Appendix III: YouTube ad (DeVry)

Appendix IV: Billboard (UW)

 

 

 

 

Appendix V: TV Commercial (UW)  

Appendix VI: YouTube ad (UW)