Boston Herald 12/10/06 Sunday page 10 - JQ Park
While I was flipping over the Boston Herald newspaper,
I ran into an ad that is advertising their own school.
Many of you may know this college, which is located near to Longwood.
The college is called "Emmanuel College."
The reason this ad caught my attention is that because usually primary education
institute do not run ads, but only secondary education institutes such as
ITT Tech Institute.
The ad runs like this:
EMMANUEL COLLEGE
Graduate and Professional Programs
Where the Returns Last a Lifetime
You success is our goal. Picture
Advance your career with our accelerated degree programs for working professionals:
Bacherlor's Degrees: Business Administration, Nursing
Master Degrees: Teaching & Education, Management, Human Resource Management
Graduate Certificates: Human Resources, Educational Leadership
Spring Classes Begin January 8th - Apply Today!
This sounds exactly similar to one of the secondary education institutional advertisement. For example, colleges do make apparels, stationeries, accessories, monuments, and many more. Colleges and universities seek to build a strong educational brand that portray a reliable image to potential students and their parents so that current students and alumni/-nae can be proud and have pride. Thus, in general, college and universities, such as BU, do not advertise through national television or paper ads. On the other hand, secondary educational institution must attract as many as possible through media. Because secondary educational institutions are not well established or did not gain enough respect from students, it seems obvious for them to run ads. The question is that would Emmanuel College succeed to attract students by running this ad. I am not sure whether they will succeed in attracting students or not; however, I will bet on the side that they will damage their image. Students and their parents expects primary education institutions to be respectful, reliable, and somewhat conservative. It would be better if Emmanuel tempt to draw students through their education system not by running ads, which looks very desperate.
- Jinkyoo Park (JQ)
posted by Brand007 @ 10:55 PM
4 Comments:
I also think that running ads for colleges is weird, but to tell you the truth, most colleges, including Boston University, run ads in local and national newspapers, radio, and what ever else. Sometimes it may be just to apply, and other times for events like open houses. I work at the admissions office, and the primary reason to do this is to get the attention of even one potential student. I don’t think that running these ads make the institution unreliable or “sketchy” in any way, because Boston University already has a strong brand image which is not from any sort of ads- mostly PR or word of mouth. We are known as a large diverse school with many opportunities in many fields. Just running ads does not add a negative association to this mantra, but allows people to know their strong mantra.
I think you're off-base on this, because they're just advertising their graduate and professional (career-based) programs, not their traditional undergraduate program (which would indeed be strange.)
BU, BC's Woods School, Harvard's extension school, Simmons, they all advertise in the newspapers and on public transportation.
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While I agree that it's not a bad idea for colleges and universities to advertise their programs, the concept is nothing new. During televised college football games, universities often air ads promoting their programs. Have you ever seen the UMass ads on local channels in the evening? And looking "sketchy" all depends on the execution of the ad. Ads for USC, Notre Dame, or Umass all look professional, a far cry from the dental hygenist ads for Bryman.
~Mandy Murphy
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