Why do Some Colleges Advertise?

I've noticed that some colleges run advertisements. Does anyone know why they do this? What are they trying to accomplish?

There are a few reasons colleges use advertising. The primary reason is arguably recruitment, attracting students who may not have known about the college or considered it as an option. An advertisement can introduce potential students to a school's programs, its campus, extracurricular options, or even its graduate success rates, providing a snapshot of what the college can offer.

Another reason is for name enhancement. Just like businesses, colleges also want to shine a light on their brand and enhance their reputation. Ads that highlight faculty achievements, unique study programs, or state-of-the-art facilities can bolster the college's reputation and strengthen its brand.

Lastly, colleges advertise to increase their diverse student population. Colleges value diversity and aim for an assorted mix of students in terms of geography, race, socioeconomic background, academic interests, etc. Advertising in specific markets or to particular demographics can help them attract a more diverse student body.

For example, a less well-known liberal arts college in the Midwest might advertise on the coasts to attract students who might not be familiar with their programs. Or a college known for its engineering program might run advertisements highlighting its thriving fine arts department to attract students interested in those fields.