Political candidates are not the only ones to increase their marketing budgets. According to a nationwide study by Lipman Hearne, Inc., and the Council for the Advancement and Support of Education (CASE), colleges are spending 50 percent more on marketing programs than they did in 2000. And for good reason: Schools that invest more heavily in marketing are more likely to attract quality applicants and increase their enrollment yield than institutions that do not, according to the researchers.