The purpose of this thesis is to survey the effect of college advertising on the attitudes of high-school students and their decision-making in selection of college. The sample size of 1387 high- school students in 13 cities in Korea (including Seoul) responded to the survey questionnaires. Three major hypotheses are generated as follows : first, high-school students` attitudes toward college advertising are significantly divided into favorable, undecided, and unfavorable groups ; second, four attitudinal attributes such as information issues, economic issues, professional issues and community relation/competitive issues differentiate upon for those with favorable attitudes from those with undecided and unfavorable attitudes toward college advertising; and finally, attitudes toward college advertising influence decision-making in college selection.