Introduction One of the most popular marketing communications campaigns of promoting a masters degree program to potential students has been through the use of educational exhibits that are done in cooperation with the British Council. The British Council (not to be confused as a government entity) is an international education marketing service that enables schools within the U.K. (and other countries as well) to connect with potential students around the world. This is done through education exhibits wherein various schools have booths that showcase what programs potential students can go for, what amenities they can expect from their respective universities and whether one particular type of program is better than another. Thus, from the perspective of students, the British Council marketing campaign can be considered as one of the best methods of learning what particular program would be best for them. However, despite the advantages showcase by this particular method of direct promotion, it must be questioned whether such a marketing initiative is effective at all given that several of the locations that the British council has campaigned in have students that would not be able to afford the high tuition fees associated with learning within a U.K. based school. International Advertising International advertising initiatives such as those done by the British Council in countries such as Indonesia, Ghana and the Philippines all attempt to target new markets within foreign countries due to flat growth in their main consumer markets (i.e., the U.S.) They do this by utilizing print ads and television advertisements in order to create an association between education and success (i.e., if a person learns at a particular university in the U.K. they will become wealthy), which results in a far greater degree of students applying. In this case, this is a form of informative advertising wherein companies seek to create greater awareness for their products/services. The research methodology behind this form of advertising is basically one which involves creating an association between a new product and a given benefit. For example, advertising campaigns tend to associate the use of some beauty creams as a means of getting a more “youthful” look. Targeting the Correct Market Segment What must be understood is that the ultimate goal of advertising is to be able target products to the consumers who want to buy them. As such, in order to create sales for a company what is needed is to examine the current market and customers and determine why a product or service is not selling and revise strategies accordingly in order to target the correct market segment. Companies in such situations can approach their relationships with consumers through the use of a systematic, rigorous process of segmentation, targeting and positioning which should result in the company being able to determine which consumer segment to approach and how to properly position itself to create sales and maximize profit (Shankar 1999). In the case of many of today’s advertising agencies, this comes in the form of traditional advertising strategies (i.e., print ads, television commercials or sponsorships) or non-traditional methods of advertising which tak