If private schools are so good, why do they have to advertise so much?

I am intrigued as to why many so-called 'exclusive' schools see the need to spend so much money on advertising their wares. I have recently noticed front page advertisements in 'The Age', advertisements on the internet, advertisements on road-side hoardings, and in local newspapers, all extolling the benefits of these institutions.

If these schools are as good as they say they are, why do they need to advertise so much? Many very well-regarded government schools never seem to need to advertise and yet are easily able to fill their classrooms.

Hey big spender: private schools' marketing and advertising budgets are under scrutiny.

One can only assume that these wealthy schools are spending tax-payers money on the advertisements. Some even advertise scholarships for able students, presumably trying to entice them out of government schools to improve their own results (at the expense of government school results).