Gender differences in attitudes toward university advertising
Gender differences in attitudes toward university advertising

Summary/Abstract: Higher education faces rapid changes in the modern world. While these changes are happening in the higher education sector, the role of educational counselling is becoming more important in helping prospective students prepare for their tertiary education and career. These students need professional help to assist them in choosing educational programs that will match their career interests and meet their job aspirations. While the resources to fund face-to-face educational counselling diminish, we need to find creative ways to provide professional career guidance and counselling for these potential students. One of the major sources of information about university programs is university advertising. This mode can be used to attract potential students by providing strategic and focused information to suit their educational needs and goals. A survey was conducted among 306 students who were studying at one of the national universities in Malaysia in order to identify their attitudes towards the university advertising. The results of this study showed that there were attitude differences between male and female students in choosing their programs of study through university advertising. The information provided by the university advertising through different media types seemed to affect male and female students differently.

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