From this CNet article: "Radio advertisements airing in Los Angeles and San Francisco for the school's executive M.B.A. program are promoting the Google words "Wharton West" on the popular search engine to deliver Web surfers to the site immediately–even though the top-listed links are not paid for and could change at random. […] Neal Neveras, director of executive programs at the Wharton School of Business, said that Google's quality of search and the simplicity of results played into his decision to use the search term in radio advertising. He said that because radio airtime is limited it makes more sense to advertise a keyword search on Google than to broadcast a long university Web address that will be hard to remember."

I'm not sure this is making so much sense. They could set up a virtual domain name since west.wharton.upenn.edu is indeed too cumbersome to use on the air. Now a competitor can buy their name in Google Adwords to piggy back on their radio campaign.