Are tertiary institutions channelling excessive funds into promoting their various schools? The problem of the lower-income students not being able to afford tuition fees is still a real problem with the ever increasing education costs. Yet a quick check across the annual financial statements of several tertiary institutions reveals that the average cost of their advertising efforts can come up to a good six-figure sum per annum.

Temasek and Nanyang Polytechnic spent a good $1 million respectively on their promotion and advertising efforts.

The National University of Singapore and Nanyang Technological University have also been seen splurging on advertising by taking up ad space on the sides of buses plying several routes.

I can understand the need for advertising to help brand and alleviate an institution's standing in the minds of its potential intake. However, successful brand recall of an institution still does not justify spending a six-figure amount on promotion and publicity efforts.

Advertising does nothing for a student if he's drawn to a school based on its glamorised publicity materials. When I had to choose my tertiary institution, I did not choose it based on its advertisements, but on my personal interest of the course that I had planned to undertake. Advertising did nothing to sway my choice.

National institutions are still partially funded by the Ministry of Education and, ultimately, taxpayers' money - and these funds should be better put to use to assist students with financial difficulties and provide better facilities to students.

Rene Yap Bin Ping (Miss)