In the competitive job market, where job security is more of a privilege than a guarantee, employees are increasingly turning to higher education in their quests to find professional stability. During the past three decades, participation in adult-centered educational programs has risen steadily, creating a competitive environment among today’s learning institutions. Whereas reputation had often been the key to an individual’s choice of schools, traditional universities are now facing the challenges created by adult-centered institutions.

Today’s traditional universities often find themselves over-subscribed and unable to accommodate the vastly growing number of traditional student applications. In addition, the high demand for adult-centered programs has pushed the traditional institutions to compete in the nontraditional marketplace. To meet this high demand and provide educational opportunities for both traditional and non-traditional students, universities are using various means of advertising to inform the public of the unique programs they (universities) have developed.
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