In a sign of the increasing competition for school-leavers, two Dublin third-level colleges have spent more than €100,000 each on advertising campaigns over the past month.
Today is the final day for almost 60,000 CAO applications, which must reach the Central Applications Office in Galway by 5.15pm.
The campaigns by both the Dublin Institute of Technology (DIT) and UCD used radio, press and billboard ads to attract students.
DIT says its campaign - "A Step Closer to the Real World" - cost €100,000.
By some estimates the more extensive UCD campaign cost more than €200,000. But the university is refusing to divulge the actual figure.
Both colleges will be watching nervously when details of CAO choices become known early next month. CAO applications to UCD have not matched the expectations of some senior figures in Belfield in recent years.
That said, UCD, which bills itself as "Ireland's education capital" in the campaign, is usually the second most popular choice among all CAO applicants.
Generally, DIT receives more applications than any other college. Its marketing campaign is designed to promote the notion of one single college before its €1 billion move to a new campus at Grangegorman in north Dublin from 2008.
At present, many parents and students are familiar with DIT courses, but associate them with colleges in Bolton Street and Aungier Street, which form part of DIT.
Competition between third-level colleges has increased because fewer Leaving Cert students are chasing more and more college places. About 55,000 Leaving Cert students are seeking places on more than 700 courses. By contrast some 60,000 were looking for places on fewer than 70 courses 20 years ago.
Some 70 per cent of CAO applicants will receive one of their top three options, and about 40 per cent will receive their first option.
Last year about 20,000 students also used the CAO change-of-mind option, having completed their exams. The deadline for that is July 1st.
The CAO process was marked last year by an increasing conservatism in students. Broadly, they opted out of high-risk careers in business, choosing instead the security of a post in the State sector.
Last year's figure showed increasing demand for careers in teaching and nursing. Demand for courses in business and engineering declined.
