The high school student is bombarded with a myriad of higher education choices after graduation. Ivy League schools, public universities, private colleges as well as community colleges compete for student enrollment. The anticipation of college life also brings a surprising revelation about rising tuition costs for most parents. Historically, factors affecting rising tuition rates include supply and demand, excessive strategies, exorbitant spending, and shrinking state and government spending. Too often, families and/or students are faced with the difficult choice of obtaining loans to finance their education. Colleges across the United States are engaged in a fierce race to attract the brightest students as well as top-quality faculty. Getting “higher” rankings attracts more applicants and in turn generates more revenue for campus expenses. Public and private universities use marketing techniques as strategies to increase enrollment. Families want to send their children to the “best” universities and are often attracted by outstanding professors, advanced research facilities, modernized housing, and top-quality athletic facilities. Enrollment has been increasing in institutes since 1961, 18 percent of those who completed high school went to university, in 1981 it was 53.9 percent, and in 2001 it was 61. 7 percent” (Nathan 148). “With long lines of high-quality applicants streaming through their doors, top institutions have chosen to maintain and increase quality largely by spending more, not by increasing efficiency, cutting costs, or reallocating the funds. » (Sanchez). The burden of closing the academic gap falls on parents and students themselves. This comes at an undesirable time when families are not economically... middle of paper ...... Shit High, Part III — The three reasons why college tuition is rising. " Washington Post. August 28, 2013. Web. http://www.washingtonpost.com/blogs/ wonkblog/wp/2013/08/28/the-tuition-is-toodamn-highpart-iii-the-three-reasons- tuition-is-rising Nathan, Rebekah ma. New York, NY: Penguin Group, 2005. Print. Yeagle Phillip L. “Tuition hikes at public universities: Who is to blame?” December 2, 2012. Web. http://www.huffingtonpost.com/dr-philip-l-yeagle/public-universities tuition_b_2234314.html Notte, Jason. “College tuition costs have jumped 500% since 1985.” MSN Money. August 27, 2013.Web. http://money.msn.com/now/post--college-tuition-jumps-500percent-since-1985Sanchez, Claudio. “How the Cost of College Went from Affordable to Sky-Hig.” NPR. March 18, 2014. Web. http://www.npr.org/2014/03/18/290868013/how-the-cost-of-college-went-from-affordable-to- very high