In the season of entering university, we can see so many advertiseing and marketing of universities. I don't think students much depends on publicity or advertisement choosing their university. However, it is working.
For my own example, as I was a high-school student, S universtiy was more low level than now. This university has no speciality in any area, and its image makes students who enter this Univ. be looked down on. Since the new adevertising and various brand making strategy were start, S univ. could be a pretty 'good' school attracting more high quality( high score level in entering exam)students.
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