<p>@intparent
Chicago has historically done well in rankings (only went down in the 90s-2000s) Regardless lets look at the two possibilities:
- Chicago is not moving up on the rankings because of the marketing, which means Chicago deserves it.
- Chicago is moving up on the rankings because of its marketing (not true, if anything it was underrated earlier, regardless) which tells you what rankings are worth…
Marketing colleges is very different from marketing FMCGs. While the latter use marketing to sell products (9/10 dentists recommend etc…) the prior only use it as a medium to inform prospective students about they’re college. Colleges like Caltech and MIT get enough free marketing in popular media. By leveling the playing field, marketing campaigns not only help colleges in broadening their applicant pool, but also help students make informed decisions. </p>
<p>You underestimate other students and parents. College is a huge investment of hundreds of thousands of dollars, of 4 years of time, of future prospects etc, and no one will take that decision lightly.</p>
<p>It sounds like you are falling prey to the exact circumstance you so vehemently oppose. While most people have taken marketing out of the equation (indeed for most it was never in it) you sound as if you are bitter that Chicago is indulging in marketing (the horror).</p>
<p>
</p>
<p>That there…That’s dragging marketing back into the equation. </p>
<p>Anecdote:
I got mailers from a few colleges, including Columbia. Chicago was not one of them. I didn’t apply to any college but Chicago. I commited to Chicago before they sent in a single shirt or scarf (I know right! How unusual!)</p>