Presents the pros and cons concerning advertising for recruitment using three modes of analyses - economics, ethics, and law. The author concludes that advertising is an invaluable technique for information dispersal in higher education. (Author/PG)

Results of a survey of adults in northeastern Ohio indicates there is a substantial market for higher education, amounting to 33 percent of the adults not currently in school. Respondents identifying themselves as nonprospective students stated financial aid, employment, child care, public transportation, weekend classes, and academic counseling…

The most significant economic factors affecting public and private institutions during the next two decades are the economic characteristics, marketing differences, and cost behavior differences in the two sectors. An economic projection shows the private sector cannot survive the decline without sacrificing program quality to cut costs. (MSE)