The article focuses on the study of factors influencing the choice of a university by entrants. The behaviour of first-year students is mainly affected by external factors or factors not related to the choice of professional educational trajectory. An individual choice takes into account the limitations imposed by the size of family capital, abilities and other characteristics of the applicant, institutional factors (development of infrastructure, etc.). These restrictions affect not only the choice of future profession but also a particular university, which largely determines the education quality. The most popular sources to receive information about universities are the official websites. The analysis of entrants' answers can become the basis for the development of PR and advertising programs of universities. They will also be useful for optimising the content of the website. The quality of the university presentation is one of the most critical factors that operate in the independent search for a university without pre-established benefits. Advertising campaigns should be dominated by motives that promote a particular choice: the overall image of the university, the professionalism of teachers, a clear definition of the real possibilities for further work in the speciality.