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Advertising does not pay, according to market research on potential higher education applicants.

Interviews with more than 500 fifth and sixth-year pupils showed they paid scant attention to publicity other than that in the university prospectus when choosing a university.

The survey, sponsored by ten Scottish universities and organised by the Higher Education External Relations Association, included questions about a wide range of publications targeted at this age group. But pupils relied on prospectuses, careers conventions and open days, and discussions with guidance staff.