© JUN 2023 | IRE Journals | Volume 6 Issue 12 | ISSN: 2456-8880

Impact of Advertisement on Enrollment Decision of

College Students
MEGHA JAMBHULKAR1, DR. IMRAN NADEEM SIDDIQUI2
1
Student of MBA, Amity Business School, Amity University Chhattisgarh
2
Assistant Professor, Amity Business School, Amity University Chhattisgarh

Abstract- Due to the stiff competition prevailing internet banners and pop-ups, promotions on social
between private universities to get students for media, billboards, direct mail, and more.
admission, the factors influence the decision of
students to select a university seeks paramount The main goal of advertising is to grab the attention of
importance. Purpose: This study conducted with the the target market and deliver a compelling message. In
students of multiple Universities aims at finding out order to pique the interest or satisfy the demand of the
such influencing factors responsible for the choice of consumer, advertisements frequently highlight the
students to select the university. A survey qualities, advantages, or special selling propositions of
questionnaire was given to 450 students and 400 of a good or service. To successfully communicate the
them were answered. The advertisement done by message, they may combine written or spoken content
Universities and its impact on the students was with visual components like photographs, videos, or
studied, to understand the effectiveness of such graphics. To make their advertisements interesting and
advertisements. The findings of the study revealed memorable, advertisers use a variety of tactics and
that the advertisements made in social media was strategies. Humor, emotive appeals, storytelling,
very effective. Student’s decisions regarding their celebrity endorsements, memorable slogans, jingles,
education and the institutions that will provide it are and inventive imagery are a few examples of these.
directly influenced by the marketing and The final objective is to capture the audience's or
promotional efforts of the institution. The university reader's attention, pique their interest, and persuade
should produce more attractive advertisements using them to perform a particular action, such buying
their own product unit because of its low cost and something, going to a website, or subscribing.
high effective results and focus their promotional
activities on popular social media. The increased use of the internet and social media in
recent years has greatly increased the prominence of
I. INTRODUCTION digital advertising. Online adverts provide precision
targeting options, enabling advertisers to target
ADVERTISING: A product, service, or concept is particular customer demographics, interests, or
promoted via a variety of communication channels in behaviors. Additionally, this type of advertising offers
order to reach and influence a target audience. This greater options for interaction and measurement,
process is known as advertising. It is a type of allowing marketers to monitor the effectiveness of
marketing communication that seeks to educate, their ads, collect information, and refine their
persuade, and persuade individuals of the advantages campaigns. It is important to remember that while
or worth of a specific service. Businesses, advertising are essential for marketing goods and
organizations, or people frequently produce services, they can also be governed by laws and ethical
advertisements in order to spread the word about their standards. Laws governing truthfulness, fair
goods and services, boost sales, develop brand competition, and consumer protection must be
recognition, and eventually accomplish their followed by advertisers. Respecting privacy, avoiding
marketing goals. They can appear in a variety of false claims, and maintaining transparency when
places, such as print advertisements in periodicals and revealing sponsored material or endorsements are all
newspapers, radio and television commercials, part of responsible advertising practices.

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One of the 4ps in the marketing mix—product, price, • High school students, parents, and occasionally
location, and promotion—advertising is a subset of adult learners or international students are the
promotion mix. Advertising is a key component of target audience that colleges and institutions
promotional strategy since it helps potential customers define. These particular populations are targeted
become aware of a product and prepares them to make via advertisements that speak to their needs and
a purchase decision. There are many duties associated goals.
with advertising. Advertising educates the audience so • Educational institutions showcase their special
that they are aware of items and may choose brands or qualities to set themselves apart from others in
products with knowledge. Businesses also gain from their industry. Reputable academic staff, cutting-
advertising since it helps them sell more goods. edge facilities, campus culture, extracurricular
Advertising has been a fantasy merchant, but it has activities, study abroad possibilities, internship
also been at the centre of debate over the myriad placements, and career assistance are a few
problems it causes in society. College and university examples of this.
advertising is a strategic marketing technique used to • Academic Excellence: Colleges and universities
promote educational institutions and draw in potential place a strong emphasis on their alumni success
students. stories, accreditations, rankings, and academic
reputation. To create credibility and show a
These commercials are designed to highlight the dedication to excellence, they may highlight
special features, academic offerings, amenities, and noteworthy accomplishments, scientific
overall advantages of attending a certain college or breakthroughs, or relationships with leading
university. The public perception of advertising is still companies.
a major problem despite the fact that it is a powerful • Institutions showcase alumni and current student
tool for the business, a crucial component of the testimonials and success stories to emphasize the
modern age, and a rapidly expanding industry. beneficial effects of their education. Prospective
(O’Donohoe,1995). It is charged with encouraging students may feel a connection to these stories,
materialism and consumption, fostering stereotypes, which may encourage them to envisage their own
making us buy things we don't need, exploiting achievement.
children, influencing our behaviour, using sex to sell, • Financial Aid and Scholarships: Information
and generally assisting in the disintegration of our about scholarships, financial aid choices, and the
social structure. Advertising does not operate in a institution's dedication to affordability may be
vacuum; rather, it operates in a market setting where a included in advertisements. This helps ease
number of elements, including governmental laws, prospective students' and their families' financial
business interests, and consumer requirements, are at worries.
play. It has a crucial social role and is a strong force in • Advertisements frequently include a call to
terms of persuasion. In addition to its widespread use action, encouraging viewers to visit the school's
and great exposure, it sparks debate and criticism. website, go to an open house or campus tour, get
in touch with admissions counsellors, or submit
ADVERTISEMENT FOR COLLEGES AND an application. These instructions urge potential
UNIVERSITIES students to proceed with the enrollment
procedure.
These are some significant components that are
• Campus Life: The lively campus atmosphere,
frequently seen in marketing for schools and
student diversity, and the overall student
institutions.
experience are frequently portrayed in
• Institutions create a brand identity that embodies advertisements. To demonstrate a well-rounded
their vision, core principles, and educational educational experience, they highlight various
ethos. In order to establish a recognizable and clubs, organizations, sports teams, social
memorable presence, advertisements emphasize activities, and community engagement programs.
expressing this brand image through visual
• Multi-Channel Approach: In order to effectively
components like logos, colors, and typography.

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reach their target audience, colleges and advertisements, and other types of outdoor
universities use a range of advertising platforms. advertising can assist raise awareness of colleges
Print advertisements in periodicals and and institutions and boost their exposure. These
newspapers, radio and television commercials, advertisements are thoughtfully positioned in high-
internet banner ads, social media campaigns, traffic places close to the university, in the
email marketing, search engine marketing, and neighborhood, or along public transportation lines.
partnerships with high schools or educational • Colleges and universities frequently send printed
fairs are some examples of this brochures, catalogues, postcards, and other
• The main objective of college and university materials via direct mail to the homes of potential
advertising are to draw potential students, students. Direct mail can deliver comprehensive
convey the institution's distinctive value details about educational programs, campus
proposition, and persuade them to choose the amenities, scholarships, and other topics.
institution as their place of study. These • Institutions can opt to sponsor or take part in local,
commercials are essential for spreading regional, or national events like career fairs,
awareness, fostering a good reputation, and college fairs, and conferences for education. This
eventually promoting enrollment. enables them to communicate with potential pupils
face-to-face, share knowledge, and develop a
TYPES OF ADVERTISEMENT THAT COLLEGES relationship.
AND UNIVERSITY SHOULD DO: • Word-of-Mouth Marketing: For colleges and
institutions, good word-of-mouth can be a potent
There are a variety of tactics and media that schools weapon for advertising. Encourage current
and universities can utilize for their advertising in students, graduates, instructors, and staff to talk
order to advertise their programs, draw in potential about their experiences at the institution and
students, and establish their brand. Here are some recommend it to others. Institutions frequently use
typical forms of advertising that are applied in the reviews, testimonials, and social media channels to
educational field: spread good word of mouth.
• Advertisements are published in newspapers, • Material marketing: Colleges and universities can
magazines, brochures, and other print periodicals establish themselves as thought leaders and draw
in this classic type of advertising. This media is in new students by producing educational and
frequently used by colleges and universities to valuable material, such as blog posts, articles,
promote their campus, academic offerings, student videos, and webinars. Establishing trust through
life, and other pertinent information. content marketing and engaging with the target
• Digital advertising has grown in importance for audience.
colleges and universities as a result of the extensive • Event Sponsorship: Institutions may choose to
usage of the internet. This comprises email sponsor or participate in local, regional, or national
marketing efforts, social media advertising, search events, such as college fairs, career expos, and
engine marketing (SEM), and online display educational conferences. This allows them to
advertisements. Digital marketing enables interact directly with prospective Recruitment
organizations to focus on particular demographics Events: Hosting or participating in college fairs,
and reach a broader audience. open houses, campus tours, and information
• Radio and television advertisements have the sessions are effective ways to showcase the
potential to effectively reach a large audience. Ads institution to potential applicants. These events
for colleges and universities that promote their allow prospective students and their families to
campus, professors, student accomplishments, and interact with faculty, staff, and current students,
distinctive offers can be interesting and visually and gain firsthand experience of the campus
appealing. These advertisements may be played on environment.
regional or national radio and television stations. • Influencer Partnerships: Collaborating with
• Outdoor Advertising: Billboards, banners, transit influential individuals, such as alumni, industry

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experts, or social media influencers, can help may be greatly influenced by the general climate,
colleges and universities expand their reach and social scene, and extracurricular activities on
connect with a broader audience. Influencers can campus. The campus culture is influenced by
share their experiences, endorse the institution, and elements including diversity, clubs and
generate interest among their followers. organisations, student governance, and cultural
• It's important for colleges and universities to adopt events.
a multi-channel approach and tailor their • Internship opportunities and career services:
advertising strategies to their target audience, Students are drawn to universities with strong
budget, and overall marketing objectives. By internship programmes, career services, and links
utilizing a combination of these advertising to potential employers. They take into account the
methods, institutions can effectively promote their college's track record of assisting students in
programs and attract prospective students. finding internships, co-ops, and jobs following
graduation.
CRITERIA OF STUDENTS FOR SELECTING • Alumni Network: Students may benefit greatly
COLEGES AND UNIVERSITY TO ENROLL from an institution's robust and active alumni
network. Networking opportunities, mentorship,
When choosing where to enroll in college, students and prospective professional connections can all be
frequently take into account a number of factors. Here found through a strong network.
are some typical considerations that students • Campus Safety: When selecting institutions,
frequently make: students and their families frequently take into
• Academic Reputation: Students frequently search account the security precautions and crime
for universities with a good academic standing. statistics on and around campus. They might look
They take into account things like faculty into the region's security measures, emergency
credentials, research possibilities, accreditation, procedures, and reputation for safety.
and program rankings. • Last but not least, students take into account their
• Program and Majors: Students take into account own interests and ideals when selecting a college.
the quantity and caliber of the programs and majors They may be influenced by elements including
that the college offers. They search for universities class numbers, student-to-faculty ratios, campus
that provide the particular academic specialties or diversity, racial or religious connections, and the
fields of study they want to pursue. general "feel" of the school.
• Location: For many students, the college's location • It's significant to remember that different people
might be a crucial consideration. Some people may value these characteristics differently.
want to live close to their homes, while others may Depending on their own objectives, desires, and
prefer a different setting or particular geographic circumstances, students may give some
features (such as an urban, suburban, or rural considerations a higher priority than others.
location that is close to a particular industry).
• Cost and Financial Aid: A student's choice may be INETERST THAT STUDENTS SHOW TO
greatly influenced by the price of attending college COLLEGE ADVERTISEMENT
and other related expenses. Students research
options for financial aid, scholarships, grants, and Various elements can affect a student's interest in
work-study programmes as well as the cost of college marketing. When examining the interest that
various colleges. students have in college advertisements, keep the
• Campus Resources & Resources: For students, the following aspects in mind:
standard and accessibility of campus resources
including libraries, labs, sports facilities, dorms, • Information and Awareness: College
and student support services are frequently crucial advertisements help students learn about the
factors to take into account. numerous educational possibilities that are
• Campus culture and student life: A student's choice accessible to them and increase their awareness of

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those opportunities. These advertisements audience.

frequently include the college's special offerings, • The demand for college education is rising, as is
programmes, resources, and accomplishments, competition for the smartest and brightest students.
which can attract students looking for certain Through advertising, they can showcase their
academic specialties, extracurricular pursuits, or a advantages, like their faculty's expertise and
particular college culture. research prospects. modern amenities or
• Reputation and Ranking: College commercials accomplished alumni to persuade potential
frequently highlight the institution's reputation and students to choose their institution over rivals.
ranking. Colleges that are well-known, highly • Reaching specific target markets: Different
regarded, or have a solid reputation in particular colleges may have niche groups they'd like to
subjects may pique students' attention. attract, such overseas students, members of
• Engaging and attractive commercials have the underrepresented groups, or students who are
power to grab students' attention. Prospective interested in certain academic disciplines. Through
students may be intrigued and interested by advertising, colleges can better target their
advertisements that are imaginative and messages and marketing plans at these distinct
aesthetically beautiful and that successfully populations, increasing the possibility that they
represent the college's ideals, campus culture, and will enrol students who share their institutional
student life. objectives.
• Scholarships and financial aid: Colleges that • Fundraising and alumni involvement: Colleges
provide large scholarships, financial aid packages, rely on donations and financial support from
or grants draw a lot of students. Students looking alumni and donors to fund programmes like
for affordable education or specific financial aid infrastructure expansion, research, and
may pay attention to advertisements that scholarships. By encouraging graduates to give
emphasise these opportunities. back and stay involved with their alma mater,
• Location and Campus Life: Students' interests advertising can help institutions retain good
might be affected by the college's location and the relationships with their alums. Additionally, to
neighbourhood in which it is located. Students who draw in potential donors, marketing campaigns
want a specific environment or way of life may be might emphasise fundraising initiatives and
drawn to advertisements that highlight an active events.
campus community, recreational opportunities, • Promoting activities and events: Open homes,
close proximity to cities, or scenic beauty. career fairs, talks, and cultural programmes are just
a few of the events that colleges often host.
COLLEGES NEED TO PROMOTE FOR A Colleges use advertising to promote these events
NUMBER OF REASONS: and draw participants from both the college
community and the outside public. Students,
Advertising aids colleges in reaching out to educators, and staff might feel excited and
prospective students and showcasing their distinctive anticipatory thanks to effective promotion
features, programmes, and facilities. Colleges can
attract students who may not have been familiar with In conclusion, universities need advertising to attract
the institution by publicising its academic new students, establish their brand, boost enrolment,
programmes, extracurricular activities, campus life. compete with other educational institutions, focus on
particular markets, raise money, interact with alumni,
• Brand awareness: Powerful marketing initiatives and publicise special events and activities. It serves as
can aid universities in creating and enhancing their a tactical instrument to convey the distinctive qualities
brand identities. Colleges can distinguish and benefits of an institution and foster a favourable
themselves from competing organisations and impression in the minds of its intended audience.
raise their exposure by continuously promoting
their brand, logo, and messaging to their target

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ADVERTISEMENT IS A VALUABLE for it. Colleges can make educated choices regarding
INVESTMENT FOR COLLEGES/UNIVERSITIES? their advertising spending by conducting market
research, examining previous campaign statistics, and
Under some conditions, advertisements for colleges consulting experts.
can be a wise investment. However, a number of
variables, including the institution's goals, target 1.1. Objectives of Study
market, budget, and overall marketing approach, affect • Examining the efficiency of various advertising
how effective college advertisements are. Here are platforms (such as websites, social media, and
some things to think about: traditional media) in attracting and retaining
college students.
• Advertisements can help a college build and • Examining how marketing might help college
strengthen its brand awareness, especially if it students become more aware of educational
wants to attract more students, improve its institutions.
standing, or reach a particular demographic. • Examining how commercial material, such as key
• Recruitment: Ad campaigns are a good way to messages and value propositions, affects how
draw in potential students, especially for students view a school's standing, reputation, and
universities looking to increase enrollment or draw educational options.
in students from a certain area or background. • Determining how much advertising affects
Advertising that is specifically targeted can students' decisions to apply, enroll, or select a
encourage interest and applications. specific educational institution.
• Differentiation: Colleges frequently compete with
one another to recruit students. In order to set a 1.2. Limitations of Study
college apart from other institutions, effective • Sample Selection Bias: The study's findings may
advertising might promote its distinctive qualities, be influenced by the selection of a specific sample
such as academic programmes, staff expertise, of college students, i.e, 400 students, which do not
campus infrastructure, or student life. represent the entire population accurately. The
• Fundraising: Ad campaigns that highlight the sample is not limited to a specific geographic
college's successes, initiatives, and ongoing needs region or type of institution, so the results may not
can be used to appeal to alumni and new be generalizable to a broader student population.
supporters. Such initiatives could aid in raising • Self-Reporting Bias: The data collected through
money for infrastructure, research, scholarships, surveys or interviews may be subject to self-
and other causes. reporting bias, where participants may provide
• Advertising can be deliberately utilised to control socially desirable responses or may not accurately
and strengthen the college's reputation, reiterating recall their experiences with advertisements. This
its excellent qualities and dispelling any bias can impact the reliability and validity of the
misconceptions, in the event of unfavourable press findings.
or public opinion. • Causality and Directionality: Establishing a causal
• Depending on the target demographic, universities relationship between advertising and enrolment
should have a thorough marketing plan that uses a decisions can be challenging. It may be difficult to
variety of platforms, such as digital platforms, determine whether advertisements directly
social media, print media, and events. The return influence enrolment decisions or if other factors,
on investment (ROI) of advertising efforts must such as personal preferences, recommendations, or
also be measured in order to assess their efficacy institutional reputation, play a more significant
and make wise investment decisions in the future. role.
• External Factors: Various external factors, such as
In the end, a college's specific objectives, target economic conditions, societal influences, or
market, available resources, and overall marketing personal circumstances, may also influence
plan will determine if advertising is a wise investment enrolment decisions alongside advertisements.

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These external factors may confound the Bezuidenhout et al. (2013) conducted a study in South
relationship between advertising and enrolment Africa using three different private higher education
decisions, making it difficult to isolate the specific institutions (PHEIs) and 600 full-time students to
impact of advertisements alone. assess the relative weight of several factors
influencing students' decisions about private higher
Ethical Considerations: Ethical concerns may arise education institutions. The study found that safety and
when studying the impact of advertisements on security conditions were the most crucial deciding
vulnerable populations, such as students with limited factor for respondents at the three PHEIs, which is
financial resources or those susceptible to considerably different from the findings of their
manipulative advertising practices. Ensuring exhaustive literature assessment. The location,
participant privacy, informed consent, and ethical academic programme, college reputation, educational
research conduct should be prioritized and discussed facilities, cost, accessibility of financial aid,
in the paper. employment opportunities, advertising, higher
education institutions representatives, and campus
II. LITERATURE REVIEW visit are the factors that contribute to the students'
choice, according to Ming's (2010) study of the
Various studies have been carried out since the 1980s institutional factors that influence students' college
to identify the factors that students consider while choice decisions in Malaysia. In their study, Qasim, et
choosing their higher education after completing their al. (2020) discovered that reputation, accreditation,
high school courses. Based on their location and the quality of instruction and facilities, employability, and
type of pupils they choose for the research, each study a finding that was consistent with prior research were
produces its own set of data. The evidence for these the university qualities that affected the students.
recent investigations, which were carried out in
numerous locations throughout the world, is provided The survey's conclusions classify important
by the literature review that follows. Despite being information about the course of study as the most
more active on social media and spending more time important component, followed by financial
there, according to a study by Afako and Afako affordability considerations and the institution's
(2019), respondents mainly rely on university websites infrastructure amenities. Sports participation was also
when looking out information on higher institutions. determined to be the least significant influence in
students' decision to attend a higher education
Omboi and Mutali (2011) made an effort in a different institution. In their study from 2015,, et al. looked at
study to determine the impact of several marketing the crucial elements that affected the students' decision
strategies on enrollment at private universities in to attend Vietnamese National University-Hanoi.
Kenya. As a result, the enrollment of students and According to the study, students prefer to enrol in
independent factors including public relations, universities because of their distinctive features, such
advertising, personal selling, and direct marketing as the teaching of foreign languages and their
were connected. The study's findings indicated that ownership of an international school.
institutional public relations efforts have an impact on
student enrollment. In their research in Ghana, Fosu According to Kim and Gasman (2011), during the
and Poku (2014) chose Kwame Nkrumah University college application and admissions process, students
of Science and Technology and Christian Service gave the highest weight to their social networks,
University College as the two universities to analyse particularly those of their family and classmates.
in order to determine the key variables influencing Additionally, according to reports, teenagers rely on
students' decisions about which university to attend. guidance counsellors in their high schools as well as
They discovered that the top variables influencing outside information sources offered by different media
students' choice of institution were the courses channels. In order to gain a general understanding of
provided, excellent professors, a well-stocked library, the factors that influence students to select particular
the internet, a flexible schedule for lectures, and courses in higher education institutions in Malaysia,
employers' acceptance of their credentials. Hussin et al., (2019) did a review study. According to

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the research, students' potential careers, passions, The findings imply that colleges should concentrate on
parental and peer pressure, and their own interests all applying various academic programmes, adopting
play a role in determining which college they choose quality education through the appointment of highly
for their higher education. Agrey and Lampadan qualified faculty, and even providing a small margin
(2014) did a study in Thailand to learn more about the for social support, student employability in the market,
variables that affect students' decisions regarding and student enrollment in higher education. These
which university to attend. A sample of 261 qualities provide the universities the ability to operate
respondents, including both high school seniors and and endure over time. The gender variable is utilised
freshly enrolled university students, was chosen for to lessen the moderating impact on college choice,
this purpose. Five such factors—support systems, however the analysis does not support its impact on
learning environment, job prospects, good sporting the connection between college prices and college
facilities, robust student life programmes, and lastly a choice.
safe and welcoming atmosphere—were highlighted by
the study as having an impact on students' decision- In Lam Dong Province, Vietnam, Hieu, Xuyen, and
making. Sojkin et al. (2011) conducted a study using Hung (2020) investigate the factors that influence high
focus group talks and a survey study among 1420 school students' decisions about which college to
business major students due to the growing demand attend. The study's foundation included both
for information and the competitiveness among Polish secondary and primary surveys. The primary data was
colleges for students. This study revealed five key obtained through seven experts, three in-depth
variables that influenced respondents' choices, structured interviews with 10 students, and 273 survey
including family opinions and expectations, living like questionnaires given to students enrolled in higher
a student, receiving financial support from family, secondary management programmes. Secondary data
having better employment prospects, and were gathered and used from earlier studies. The
opportunities for professional progress. The findings indicate that factors influencing students'
infrastructure facilities of private higher education decisions about which institution to attend for their
institutions have been found to have the greatest studies include tuition costs, the university's reputation
influence on students' decision-making, which is also and social standing, and employment opportunities.
influenced by marketing strategy, university The main complaint levelled against almost all of
characteristics, cost, programme evaluation, source of these research is the meagre efforts taken to create any
information, and peer influence, according to research theory of how college choice influences measurements
by Abeygunawardena in Sri Lanka in 2019. that would describe the variables to be included in the
model. The few answers from the specific components
Prem Prasad Silwal , Raj Kumar BaralDeciding which anticipate the model in the west, but the finding is only
college to attend continues to be a big concern for both meant to be generalizable, especially to developing
students and parents, particularly throughout the nations. Students from developed and developing
admissions process. Understanding this issue, this nations think very differently in a variety of ways that
study evaluates whether institutional, marketing, and influence the academic institutions they choose to
social elements are more important in this choice using attend. In light of this, a survey of Nepalese students
colleges from Tribhuvan University and Kathmandu was carried out in July 2020. To investigate the factors
University as samples. The study, which is based on a influencing Vietnamese students' choice of university,
primary survey and uses a questionnaire to gather data Dao and Thorpe (2015) polled 1124 current or recent
from bachelor's level management students in the university students. The investigation and
Kathmandu Valley, identifies the most important understanding of student choice and decision-making
elements influencing college selection as being the is informed by marketing strategies. The findings
academic programme, educational quality, and social showed that crucial elements such facilities and
considerations. The study uses practical sampling services, college programmes, fees, offline/online
methods. The likelihood that students will choose a information, communication channels, programme
college depends on the academic programmes on expansions, and promotion are crucial aspects to take
which the institutions have focused. into account. The outcome also demonstrates that male

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and female students behave significantly differently the student-friendly criteria, a choice to enroll is made.
while making college decisions. The decision to enroll is assessed afterward to see
whether it was worthwhile or not.
Hassan, Shamsudin, and Mustapha (2019) conducted
an empirical study to investigate the factors The student's decision-making process often starts
influencing students' decisions to enrol in a private when they become aware of a requirement (Al-Fattal,
higher business education institution in Sri Lanka. The 2010). According to him, a need is activated when the
survey was used to gather information from 100 gap between the customer's actual and desired state is
students at the University of Kuala Lumpur's business large enough. Van Dam (1997) asserts that a
school. The data was analysed using an exploratory PROBLEM develops when a client perceives a lack of
factor analysis. Students' decision to attend college is something. Many internal or external elements,
the dependent variable, whereas institutional rankings, including the student in question, may be the cause of
institutional amenities, and employment opportunities the PROBLEM a student has with their university
are employed as the explanatory variables. According education. Internally, a student's desire for a
to the analysis, the institutional resources and job professional job could be a reason for enrolling in
opportunities, which all have factor loadings above college. The WISHES of students for postsecondary
0.50, have the greatest KMO and Cronbach alpha of education can also be greatly influenced by their
greater than 0.90. Additionally, the study identified family and/or friends (MacDermotte et al., 1987; Choi
specific factors that were more important to students' et al., 2005).
decisions to choose a particular business school for
their college education, including status, the school's These are documents that are frequently encountered
reputation, campus safety and security, quality as newspaper inserts and may take the shape of sale
education, tuition costs, and location. The results of a catalogues. Since no customer is willing to read ugly
study conducted in Uganda in 2019 with the aim of materials, Griffiths (2004) recommends businesses
evaluating the determinant factors' contributions to that brochures should be made to catch the reader's
students' choice in selecting a university show that, attention. In order to grab the reader's attention and
while parental education, occupation, and location give them the information they need to make a wise
have an impact on students' university choice, purchasing decision, one must employ bold headlines
prospective students consider the university's and vibrant colours. The ideas put out by Matin (2006)
reputation to be more crucial when choosing where to and Fill (2006) are in agreement with the one
pursue their education. It is clear from the examination presented here, and they imply that current and
of the aforementioned literature that no single element potential customers might also be supplied reading
can be regarded as predominating in affecting materials about the good, service, or idea being
consumers' judgements when choosing institutions for offered. Brochures often provide in-depth information
higher education.However, it can be said generally on regular product and service ranges, which
that a small number of factors, such as public relations, facilitates the creation of rapid orders. Flyers can be
facilities and brand perception of the institutions, job made in a variety of sizes with full colour and mailed
prospects after attending the institution, family directly to potential customers, making them perfect
opinion, student life and environment, infrastructure for advertising upcoming events or notices
and sport activities, safety and security, cost of (Masterman and Emma 2005). Masterman and Emma
education, internet, and library, have a significant (2005) caution that flyers have a short-term impact
impact on the respondents' decisions. According to because they cannot be sent to potential customers
him, a student's desire or motivation to pursue higher regularly, despite the fact that they are less expensive
education manifests itself. The student then looks for advertising methods with a greater reach.
information about the many institutions that provide
the course of study they are interested in. The student When it comes to specialty services and goods like
then looks for information on the many suppliers of plumbing, hardware, and even educational services,
the kind of education they might like to pursue. the yellow pages adverts are quite efficient. For as long
Following an evaluation of the various options using as the good or service is offered, one would pay for the

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advertisement once a year. Universities can also use Advertising is described as "a paid, mediated form of
the yellow pages to promote their businesses, enhance communication from an identifiable source, designed
their image, and even draw in new students for their to persuade the receiver to takes ome action now or in
programmes. The cost savings over magazines and the future" by Richards and Curran (2002, p. 74). They
newspapers is one benefit of using the yellow pages. emphasise the persuasive function that advertising
Although they are cost-effective, Patricia and Adam serves in the exchange of information. Advertising is
(2007) agree that one drawback of employing them is defined by Kotler and Keller (2009, p. 538) as "any
that they are non-traceable medium. Outdoor paid form of non-personal presentation and promotion
advertising includes messaging on moving vehicles in of ideas, goods, or services by an identified sponsor".
addition to traditional media like billboards, posters, Richards, Dunn et al. (1978),Advertising is defined as
and kiosks. The benefit of outdoor advertising is that a paid, non-personal communication through various
it can reach a large audience. It consequently has a media by business firms, non-profit organisations, and
very high frequency and an effective reach. According individuals who are in some way identified in the
to Patrick et al. (2010), its message lifespan is strong advertising message and who hope to inform or
and can be seen repeatedly. The most popular outdoor persuade members of a specific audience by Curran
advertising formats are billboards, kiosks, as well as (2002), Kotler and Keller (2009), and others who
sponsored events and trade exhibits. Due to its viewed it from its functional perspectives. According
widespread use and popularity in town neighborhoods, to Morden (1991), advertising is used to build up
billboard advertising is effective. Universities can knowledge about a product or service and to create a
benefit from their reach and frequency by enhancing basic awareness of it in the minds of potential
highly regarded brand names for their institutions. To customers.
draw in a sizable audience of potential customers, the
institutions may need to create billboards that are The primary objectives of advertising are typically to
succinct and appealing. The majority of exhibitions, inform the target audience of the existence of a
according to Geoff and Lester (2011), are organised product, an idea, or a science on offer and to impact
along industry sector lines, such as the Agricultural their awareness, attitudes, and purchasing behaviour
Shows, Furniture Shows, Office Equipment (Akanbi et al., 2011).Therefore, private universities
Exhibitions, and Hardware Trade Fairs. These use advertising to raise awareness of the academic
presentations are typically produced for particular programmes they provide in their institutions among
classes of goods and services. Public limited firms, potential clients (students and parents) and to persuade
governmental organisations, and other formal sector and remind them of the benefits (Boone & Kurtz,
organisations in Zimbabwe have used trade show 2001). According to Hossler et al. (1990), advertising
exhibitions to promote and display their brands, which on television and radio has proven to be extremely
has assisted them in gradually developing trusted beneficial in assisting institutions in enhancing their
corporate brands and services. Universities in reputation and visibility, particularly in particular
Zimbabwe have also taken part in these activities, but geographic areas. The majority of institutions use
their participation has been accompanied by program- multimedia advertisements through print media, direct
specific advertising rather than advertising targeted at mail, outdoor (posters, banners, and billboards), online
enhancing the overall brand image. Trade fairs can be advertisements, and email advertising to make their
used by non-profit organisations to develop their brand institutions known, according to a survey conducted
equity since, despite changes in business technology, by Jansen and Brenn-White (2011) for the DAAD on
they continue to be a major source of leads and sales the Overview of Current Marketing Initiatives by
for many companies. Advertising was once referred to Higher Education Institutions (HEI) and National
as "selling in print" by Starch (1923, p. 5). The Agencies within the European Higher Education Area
definition of starch is only applicable to print media. (EHEA). The existence of strategic marketing
This is due to the fact that print media was the only planning for private tertiary schools was emphasised
type of media available at the time (Nan & Faber, by Bulley (2014). It was discovered that not all seven
2004), and other kinds of media as we know them p's are used simultaneously when applying the
today did not exist. marketing mix factors, which has an effect on the

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institution's success. The results of the study show that moving consumer goods industries and the profit-
both long- and short-term plans are used, and a oriented services sector. Institutional advertising is to
marketing plan directs the actions of the institutions. educate, persuade, and remind target audiences about
Bamfa (2013) looked into how marketing its ideas or product offerings. Advertising may be
communications affected how many students created exclusively to support the cause.This type of
Ghanaian private institutions accepted. Private promotion, known as corporate advertising, has a
colleges were found to have a good possibility of public relations focus and aims to establish a corporate
placing themselves successfully and gaining a durable brand image, which will help the company's reputation
competitive advantage in the market if they handle and goodwill. Institutions work hard to establish and
their advertising campaigns effectively and efficiently. keep good relationships with all of its many
The 7 Ps of the service marketing mix exist in the field stakeholders, including current and potential
of education services, according to Chawla (2013). consumers, suppliers, shareholders, and the
Although it had existed earlier than that time in ancient community.
Egypt where sales messages and wall posters were the
major promotional media and marketers of that "Mass-market magazines, newspapers, the yellow
mediaeval period, advertising was born as a result of pages, inserted media, outdoor posters and transit
the marked increase in mass production in the late 19th advertising, signage and point of sale materials, direct
and 20th centuries. Since then, advertising has mail, custom magazines, sales collateral, and
multiplied over the years and developed into the key catalogues" are just a few of the print media types that
component of the marketing communication mix for Patricia and Adam (2007) identify. Typically, it has
both profit- and non-profit-oriented businesses been standard practise to advertise goods and services
globally. Authorities from various fields have in newspapers or periodicals. In addition to these two,
developed a wide range of definitions for advertising. print media offers alternatives including brochures,
pamphlets, and fliers that are employed in appropriate
Advertising has been defined as a strategy of "non- contexts for advertising reasons. The size of the
personal communication that is paid for, typically by advertisement, the location of the advertisement in the
an identified sponsor with the aim to influence the newspaper, such as the front page, middle page, or last
public's attitudes towards certain people, page, as well as the viewership of the publications are
organisations, products, services, or ideas" by Kotler the main factors used to determine how much
and Armstrong (2008), Shimp (2008), Belch and newspapers and magazine media charge for their
Belch (2003), and Kerin, Hartley, and Rudelius advertising space.
(2011). Grewal and Levy (2010) cite the American
Marketing Association for a more thorough definition Odio (2014) investigated the variables that affect
of advertising that includes "...the placements of students' enrollment in social studies classes and
announcements and persuasive messages in time and discovered that employment opportunities, gender,
space purchased in any mass media by business firms, and environmental factors all affect this decision.
non-profit making organisations, government Fosu(2014) made an effort to pinpoint the crucial
agencies and individuals who seek to inform or elements that affect students' decision regarding which
persuade members of a particular target market or university to attend. The study indicated that the most
audience about their products, services, or ideas." significant elements influencing students' choice of
Thus, advertising can be supported by a variety of institution were the courses provided, high calibre
parties with the primary goals of raising brand professors, a well-stocked library and internet, flexible
recognition, persuasion (creating brand loyalty and lecture schedules, and employer acknowledgment of
promoting brand switching), and reminding target qualifications. Yamamoto (2006) looked at how
customers that the brand is available. Institutional students choose universities in order to improve
advertising for non-profit making organisations like university management through the use of marketing
NGOs, hospitals, churches, universities, and other tools, and discovered that families have a significant
institutions has since followed the bandwagon despite impact on this decision.
the growing popularity of advertising in the fast-

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In order to identify and comprehend the elements of the world. A research based on survey was planned
impacting students' intentions to continue their and a self-developed questionnaire was employed.
education at higher educational institutions, Haur Descriptive design was used to analyze the facts and
(2009) performed a study. According to the study, to reveal the findings of the study. A quantitative
there are many important elements that affect a research was undertaken and a descriptive survey
student's decision to attend a higher education research design was used to establish the relationship
institution, including the cost of education, the between the dependent (Enrollment decision of
degree's content and structure, people (family, friends, students) and the independent variable (Advertising).
peers, and teachers), gender, and educational history.
In a research on student enrollment in private colleges Primary data was collected of 400 students from a
in Kenya, Messah (2011) found that print media, multiple university of multiple cities. All respondents
including newspapers, brochures, and alumni were freshmen students who got registered in various
networks, were highly regarded as the best marketing courses after their 12th. Students were of multiple
communication channels for informing potential faculty of persuing. A survey questionnaire was
students. In a similar vein, Sarwar (2012) investigated prepared based on the understanding from review of
the variables that influence students' decisions secondary literature, with a view to collect the needed
regarding their higher education programmes at information. The collected data from 400 students of
Malaysia's 25 higher education institutions. multiple universities was analyzed in detail and the
results were taken, to fulfill the pre-set objectives. All
The findings indicate that university teaching quality the 400 students were contacted and asked to
ranks first among the factors that students consider participate in the survey by answering the
when choosing their higher education institution, questionnaire and they agreed to do so.
followed by university facilities, programme structure,
accreditation, and campus amenities. Sia (2013) Data was collected by survey method and
sought to learn what aspects students believed to be questionnaire method. A survey was done and a
significant when choosing a college and to make questionnaire was sent to 450 people of multiple
marketing recommendations for educational universities from which 400 people filled the
authorities. The findings indicated that when choosing questionnaire selecting their thoughts and opinion
a college, prospective students should take into about the question. A questionnaire was designed in
account factors such as programme, cost (financial such a manner that it completely linked with the
assistance), location, high school staff, peers, and research objectives. A questionnaire includes 14
friends, as well as campus visits. According to a questions that are used to gather data from 400
different survey by Ho (2008), the five most crucial respondents about their attitudes, experiences, or
aspects for students to consider when choosing a opinion.
school are: employability, curriculum, academic
reputation, faculty, and research environment.
Mehboob (2012) investigated the elements that are
particularly important in deciding and influencing
students' decisions to enrol in higher education
institutions.

III. RESEARCH METHODOLOGY

3.1 Research Design

The study was conducted to identify the impact of
advertising on the enrollment decision of the students.
In the first place a deep-down review of secondary
data was done by analyzing various studies and
researches done on the similar topic in different parts

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IV. DATA ANALYSIS

FREQUEN MEDIA
S.NO QUESTION OPTIONS PERCENTAGE MEAN MODE
CY N
Female 197 49.3
1 Gender Male 203 50.7 200 200 N/A
Prefer no to say 0 0
19-22 35 8.80%
23-26 224 56%
2 Age Group 100 78 23-26
27-30 121 30.30%
30-ABOVE 20 5%
LOWER MIDDLE CLASS
14 3.50%
(25000-50000 pm)

MIDDLE CLASS (50000-

252 63%
1Lac pm)
Economic
3 100 70.5 N/A
Status UPPER MIDDLE CLASS (1
127 31.80%
lac-1.5 lac pm)

UPPER CLASS (1.5 lac-3 lac

7 1.70%
pm)

AMITY UNIVERSITY (AU) 175 43.75%

KALINGA UNIVERSITY
College / 78 19.50%
(KU)
University
name from DELHI UNIVERSITY (DU) 29 7.25%
4 which you are CHANDIGARH 66.6667 49.5 N/A
19 4.75%
pursuing or UNIVERSITY (CU)
pursued your LOVELY PROFESSIONAL
degree? 65 16.25%
UNIVERSITY (LPU)
OTHERS 34 8.50%
SCIENCE 27 6.80%
Academic ENGINEERING 101 25.30%
5 100 42.9 N/A
Stream MANAGEMENT 242 60.50%
FASHION 30 7.50%
What/Who FRIENDS/ FAMILY 64 16%%
influenced you ADVVERTISEMENT 291 72.75%
get enroll in 133..333
6 13.625 N/A
your 3
college/univers NONE OF THE ABOVE 45 11.25%
ity?

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the YES 385 96.3%
advertisement
for the university
7 you are currently 200 385 Yes
studying in or
NO 15 3.70%
passed out before
taking
admissions?

PRINT MEDIA 40 10%

Social
Which media of
HOARDING/ media and
advertisement 96 24%
8 BILLBOARD/POSTER 80 40 Hoarding/B
influenced you to
SOCIAL MEDIA 216 54% illboard/
get enroll?
Poster
RADIO/TELIVISION 19 4.70%
NONE OF THE ABOVE 29 7.30%
I PREFER ADVERTISING
MESSAGE THAT
30 7.50%
DEMONSTRATE SERVICE
FEATURES AND BENEFITS
ADVERTISING MESSAGE
WHICH USE HUMOR AS A
FOCAL POINT 130 32.50%
Advertisement SIGNIFICANTLY
message content INFLUENCE MY BRAND
9 80 55 N/A
means that FREQUENTLY PLAYED
affects you? ADS CAMPAIGN HAS AN
133 33.25%
IMPACT ON MY
ENROLLMENT
I CHOOSE TO SEE
CREATIVITY IN EACH
55 13.75%
ADVERTISING TO GIVE
MY ATTENTION
NONE OF THE ABOVE 52 13%
NOT APPEALING 7 1.80%
How far the SOMEWHAT APPEALING 83 20.70%
content of the MODERATELY
182 45.50%
advertisement APPEALING
10 80 83 N/A
effective towards HIGHLY APPEALING 111 27.70%
admission EXTREAMELY
decision? 17 4.20%
APPEALING
SOMEWHAT APPEALING 79 19.80%

How Far The Not Appealing 6 1.50%

11 Design Of The Somewhat Appealing 79 19.80% 80 79 N/A
Advertisement Moderately Appealing 156 39%

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Was Effective Highly Appealing 121 30.30%

Towards
Admission Extremely Appealing 38 9.50%
Decision?
Do You Think Yes 354 88.50%
Advertisement No 2 0.50%
Are Important For
12 133.33 44 N/A
Institutions To
Present Their May Be 44 11%
Prospects?
Does These Yes 307 76.80%
Advertisements
No 7 1.70%
13 Really Influenced 133.33 86 N/A
Your Enrollment May Be 86 21.5
Decision?

HYPOTHESIS OF STUDY choose a certain educational institution and increasing

the likelihood that they will apply and enroll.
Hypothesis:1: Compared to traditional media, online
advertising channels like websites and social media In this research Chi Square test is done to study how
are more successful at luring college students. significantly student enrolment is associated with
Hypothesis:2: Marketing initiatives can greatly raise advertising. The result of Chi Square test shows how
college students' awareness of educational institutions. similarly or differently students respond to different
Hypothesis:3: Key themes and value propositions in factors adopted by private colleges for promotional
commercial content affect how college students view activities. According to that the acceptance and
a school's standing, reputation, and educational rejection of hypothesis established for the research.
possibilities. The hypothesis is accepted if value of P > 0.05. The
Hypothesis:4: The decision-making process of college likelihood that the alternative hypothesis is correct is
students is significantly influenced by effective 1 minus the P value. The test hypothesis is false and
advertising, increasing the likelihood that they will should be rejected if the P value result is ≤ 0.05.

CHI SQUARED P-
S.NO HYPOTHESIS RESULT
VALUE VALUE
Compared to traditional media, online advertising channels like
1 websites and social media are more successful at luring college 1.939 0.7469 Accepted
students.

Marketing initiatives can greatly raise college students' awareness

2 0.019 0.9906 Accepted
of educational institutions.

Key themes and value propositions in commercial content affect

3 how college students view a school's standing, reputation, and 375.027 0.0001 Rejected
educational possibilities.

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The decision-making process of college students is significantly

influenced by effective advertising, increasing the likelihood that
4 1.241 0.5376 Accepted
they will choose a certain educational institution and increasing the
likelihood that they will apply and enroll.

CONCLUSION
[3] Information’, Journal of Law and Economics 24
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address any problems they may have before beginning
[4] Beard, F. K. (2003), “College Student Attitudes
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