The Triangle

Issue date: 8/20/04 Section: News

Media Credit: Drexel University

The University televised its sponsorship of NBC 10's coverage of the XXVIII Olympiad at the opening ceremonies in Athens Aug. 13.

The move came just a month after the announced 4.5 percent tuition increase set for the fall 2004 term. Many students, who had questioned the importance of the increase in light of recent layoffs and budget freezes, were disappointed by the University's decision.

"While public relations and advertising are important to enrollment, the University should reconsider other areas in need of improvement, especially if they need to consider raising tuition," USGA President John Dougherty said. "The decision is quite surprising considering the numerous layoffs and reoccurring budget freezes."

The University was quick to refute any connection between the increase in tuition with sponsorship of Olympic coverage, claiming that the sponsorship was in reality an advertisement not a contribution.

"There is no link between the tuition increase and advertising expenditures," according to a statement released by the Office of University Relations. "Our involvement in Olympic coverage is not a donation but rather a budgeted marketing expense that provides value to the University in excess of its cost. Some advertising directly supports student recruitment by making prospective students aware of specific programs. Other expenditures help build the 'brand' that is Drexel."

In response to the tuition increase, the Office of the Senior Vice President for Finance and Treasurer noted that the average combined tuition, room and board for the 2003-04 academic year was $29,500, while the national average during the same period was $32,335.

Each year, the University allocates a portion of the budget to marketing and advertising ventures.

Marketing professionals in the Office of University Relations are charged with planning and executing advertising and sponsorships that support the University's goals. While the advertising costs are negotiated with vendors, figures are not made available to students, faculty or staff.

"Sponsorships are part of the comprehensive marketing strategy that the University executes each year," added the Office of University Relations. "Drexel advertises in many media - newspapers, magazines, online, radio, television, outdoor venues such as billboards.

Media Credit: Drexel University

[The University] has sponsored coverage of previous Olympic Games, as well events such as the NBC10 Lifestyle and Technology Exposition and the 6ABC/Boscov's Thanksgiving Day Parade."

"Often advertisers are characterized as sponsors, as in the case of sponsorship of the Olympics," Senior Vice President for Finance and Treasury Thomas Elzey said.

"It's a term of art used interchangeably in the advertising industry." Some students have received the message positively, citing that such publicity will help to further the University's name in the Philadelphia area.

"I think the advertising was a great idea," said Demetrius Klitou, a senior in international area studies. "It a symbol of prestige that will only enhance our image. If its good enough for companies like Sprint and Budweiser, then its good enough for me."

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