University Revises Claims in Print Ads

In print ads that first appeared last September, the University of Redlands boasted that U.S. News & World Report ranked it among the top five universities in the Western region. Well, almost. Turns out the magazine ranked the school among the top five regional schools in the West. Mike Kraft, dean of admissions for the university’s evening program, said the school is in the process of modifying the ads. In addition, the university has dropped an ad that claimed the school “created a system for converting computers to the year 2000.” Kraft said that in fact an evening-school student had developed a system specific to his employer’s company. Despite the hype, the ads, created by the Miller Group of Santa Monica, have been effective. Kraft said inquiries from prospective students are up 25%.