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Bu rekabet üniversitelerin öğrenci çekmek üzere özelliklerini öne çıkarmak ve pozitif bir imaj oluşturmak amacıyla verdikleri basın reklamları üzerinden izlenebilir. Bu reklamların üniversitelerin kendi kurumsal imajlarıyla örtüştükleri söylenebilir ancak özellikle yeni kurulan vakıf üniversitelerinin güçlü bir imaj oluşturmakta başarılı olduklarını ileri sürmek güçtür. Bu çalışmada Türk üniversitelerince 2010 ve 2011 yıllarında basına verilen reklamlar incelenmiştir, 6 büyük gazetede yayımlanan toplam 1063 reklam (397si özgün 666sı tekrar) niceliksel ve niteliksel özellikleri bakımlarından analiz edilmiştir. Eski ve tanınmış üniversitelerin görece çok az reklam verdiği yeni kurulan vakıf üniversitelerinin ise reklamlarında daha çok kampus olanaklarını ve fiziki altyapıyı görsel olarak öne çıkardıkları saptanmıştır. ElTürkçeinfo:eu-repo/semantics/openAccessEğitim- Eğitim Araştırmaları-İşletmeİşletmeEğitim, Eğitim AraştırmalarıArticle