Quality in Advertising

Institutions can promote quality through advertising. Informing potential students how the college and degree programs attempt to achieve the potential students desires can achieve quality. For example if a student would like to become a mechanic, the school can illustrate how they are qualified to help a student become a mechanic. The advertisement could discuss the background of the college and the instructors. The advertisement could give examples of past students results after finishing the program. The ad could include information about the programs institutional effectiveness.

Colleges can proactively pursue students that are a good fit for the institution through accurate advertisements and promotions. The promotional material can take a bigger emphasis on what career the programs prepare the student for instead of promising career possibilities. Advertisements can be targeted the segment of students that would be ideal candidates for the program with information in promotional material that discusses the type of student the program was designed for.

The content of advertisements are of extreme importance to convey accurate information and set expectations for students and parents; however, where colleges advertise is of extreme importance also. It would be better for Seminaries (graduate school for pastors) should target people that are involved in a specific church or denomination. For the colleges that work with traditional students should advertise among young adults aged 16-20, where as schools geared towards non-traditional students would target an older demographic.