Advertising in Schools Essay

Although this semester our class has discussed the different types of advert in the marketplace, one technique that was not discussed is that of denote in directs. This idea is a festering technique that if conducted the right instruction, could perhaps benefit not merely corporate organizations, but in addition schoolings and students. However, there atomic number 18 many critics, along with parents that feel announce in schools is a horrible idea and could only plump to harm. Many advertisers view children as a profitable three-in-one market. That is, 1) As buyers themselves 2) As influencers of their parents purchases, and 3) As a future adult customer.See more Recruitment and selection process essayEvery year, children take for an estimated $15 one thousand thousand of their own money, of which they spend $11 billion of it on products such as toys, clothes, piece of assdy and snacks. Children also influence at least $160 billion in parental purchases. Generally spe aking, nowadayss children thrust more money to spend than ever before. Companies know this and find that advertizing to the youth of the nation washbasin be beneficial and add to future dedicated customers. Because of the increase in childrens spending power in recent decades, advertisers expect closely targeted children as consumers.New advertising strategies aimed at children have been steadily growing and expanding. The toy-related program, or program length commercial (which is just like a infomercial) is developed to shop toys, and stirred public direction and debates. Along with this form of advertising, 900- keep down telephone services were accused of organism aimed at children. In the 1980s, children got their own TV ne cardinalrks, radio networks, magazines, newspapers, kids change state brands, and other(a) high-price items such as video games and other high-tech products.Other new advertising strategies include kids clubs, store displays directed at children, di rect mailing to children, and sponsored school activities. At off plenty glance, selling corporate sponsorship rights to pay for school activities looks like a win-win situation. Needy schools get resources they need. Companies get new marketing opportunities that back end build brand loyalty. after(prenominal) all, advertising in schools is nothing new. Districts have long used ads from local businesses to help pay the costs of school newspapers, yearbooks, and acrobatic programs.Even here at CBU our athletic department sells ads for Sports Media Guides to local institutions as well as national organizations. A growing number of companies are crack schools money for a determine to market their products directly to students. As budgets shrink, schools must find ways to get extra funding. Many schools are doing away with fund-raising and have begun to look at corporate dollars to fund just about every(prenominal)thing. Signing contracts with these companies seems like an easy way to get the money they need.Schools need funding for in-school activities and equipment, and, in order to reduce the number of children going home to empty houses, they need to fund many after-school activities. Product advertisements jakes be found al close everywhere in schools. They are most frequently found in stadiums, gymnasiums, school cafeterias, hallways, and on textbook covers. Some schools across the nation are level off putting advertisements on school buses. So what types of advertising are out there in our schools? There are different categories that ads can fall into.The quest categories can represent most the advertising techniques used in our schools today and give a description of how they work. Types of Advertising 1) In-school advertisements In-school ads are forms of advertising that can be found on billboards, on school buses, on scoreboards, in school hallways, in soft drink machines, or on sports uniforms. This type of advertising is also found in produ ct coupons and in give-aways that are accustomed to students. 2) Exclusive rights contracts A company gives money to schools that carry ONLY their products.Extra money can also be given if a schools sales exceed a certain amount(quota). 3) Corporate-sponsored statemental materials and programs Sponsored educational materials include free or low-cost items which can be used for instruction. Examples of these may include mul termdia teaching kits, videotapes, software, books, posters, activity sheets, and workbooks. firearm some of these materials may be ad-free, others may curb advertising for the manufacturing business of the item, or they may contain biased information aimed at swaying students towards a companys product or service.4) Corporate-sponsored contests and incentive programs This is where students compete for prizes by selling, acquire or collecting labels for a certain product. These contests and incentive programs look at brand names into the schools along with the promise of such rewards as free pizzas, cash, points towards buying educational equipment, or trips and other prizes. 5) Ads in classroom materials and programs Ads in classroom materials include any commercial messages in magazines or video programming used in school. A perfect physical exercise of this type of advertising is Channel superstar.Channel One is a 12-minute daily news show for students in grades 6 through 12 that includes two minutes of age-appropriate ads for products like jeans and soft drinks. In exchange for airing the program each day at the same time for three years, Channel One gives schools a satellite dish, a cable hookup, a television monitor for each classroom, and an agreement to service the equipment for the three years. While some state school systems had originally said No to Channel One, the company reports to be present in some 350,000 classrooms.So what types of guidelines are set to insure that in-school advertising is through correctly and doe s not become overly exploited? Those who support the call for guidelines include educational groups such as the knowledge for Supervision and Curriculum Development, The subject field Parent Teacher Association, and the National Education Association. The Society of Consumer Affairs Professionals in Business(SOCAP) and Consumers International are two consumer interest groups that have formulated guidelines for sponsored materials. These guidelines suggest that education materials should be accurate, objective, clearly written, nondiscriminatory, and noncommercial. (Karpatkin & Holmes) In dealing with the issues of in-school commercialism, Karpatkin & Holmes suggest a three-pronged approach that includes * Reviewing all sponsored materials and activities and holding them to the same standards as other similar items by apply the SOCAP guidelines. * Pursuing noncommercial partnerships with businesses and rejecting the notion that it is ethical to bring advertising into the schools to provide materials or funds.* Begin the teaching of media literacy in dewy-eyed school, to educate children to be captious readers of advertising, propaganda, and other media messages. Groups that support advertising in schools have very strong arguments to back their case. It seems that there is a large field of operation for investment in advertising in schools. It also appears that if handled correctly, advertising techniques in schools can lead to the raising of an overall helpful, efficient way to fundraise. Although advertising in schools may bring needed increases in funds, it is not without controversy.Many people are opposed to advertising in schools. They feel that children are being exploited for profit because medium-large companies feel students are a captive, impressionable audience. Is there any way to balance the true goals and purposes of advertising in schools? perhaps the best way is to have each school decide what amount and types of advertising in their schools is acceptable. And although advertising in schools seems to be a great way of obtaining funds for school activities, every school board should definitely be sure they know what they are getting into before signing any contracts with bragging(a) time corporations.In-school Advertising mercy Farrell Promotional Strategy Dr. Peyton 12/02/02 Bibliography Chaika, Gloria. Education World. 1998 Education World. Consumers Union Education Services(CUES). 1990. Selling Americas Kids Commercial Pressures on Kids of the 90s. Yonkers, N. Y. Karpatkin, Rhoda, H. and Anita Holmes. 1995. Making schools ad-free zones. educational Leadership 53(Sep, 1)72-76. McNeal, pack U. 1990. Kids as customers. New York Lexington Books. McNeal, James U. Planning Priorities for Marketing to Children. The Journal of Business Strategy. 1991.Advertising in Schools EssayAlthough this semester our class has discussed the different types of advertising in the marketplace, one technique that was not discussed is that of advertising in schools. This idea is a growing technique that if conducted the right way, could perhaps benefit not only corporate organizations, but also schools and students. However, there are many critics, along with parents that feel advertising in schools is a horrible idea and could only lead to harm.Many advertisers view children as a profitable three-in-one market. That is, 1) As buyers themselves 2) As influencers of their parents purchases, and 3) As a future adult customer. Every year, children have an estimated $15 billion of their own money, of which they spend $11 billion of it on products such as toys, clothes, candy and snacks. Children also influence at least $160 billion in parental purchases. Generally speaking, todays children have more money to spend than ever before. Companies know this and find that advertising to the youth of the nation can be beneficial and lead to future dedicated customers.Because of the increase in childrens spending power in recent decades, advertisers have closely targeted children as consumers. New advertising strategies aimed at children have been steadily growing and expanding. The toy-related program, or program length commercial (which is just like a infomercial) is developed to sell toys, and stirred public attention and debates. Along with this form of advertising, 900-number telephone services were accused of being aimed at children.In the 1980s, children got their own TV networks, radio networks, magazines, newspapers, kids clothing brands, and other high-price items such as video games and other high-tech products. Other new advertising strategies include kids clubs, store displays directed at children, direct mailing to children, and sponsored school activities.At first glance, selling corporate sponsorship rights to pay for school activities looks like a win-win situation. Needy schools get resources they need. Companies get new marketing opportunities that can build brand loyalty. After al l, advertising in schools is nothing new. Districts have long used ads from local businesses to help pay the costs of school newspapers, yearbooks, and athletic programs. Even here at CBU our athletic department sells ads for Sports Media Guides to local institutions as well as national organizations.A growing number of companies are offering schools money for a chance to market their products directly to students. As budgets shrink, schools must find ways to get extra funding. Many schools are doing away with fund-raising and have begun to look at corporate dollars to fund just about everything. Signing contracts with these companies seems like an easy way to get the money they need. Schools need funding for in-school activities and equipment, and, in order to reduce the number of children going home to empty houses, they need to fund many after-school activities. Product advertisements can be found more or less everywhere in schools. They are most frequently found in stadiums, gy mnasiums, school cafeterias, hallways, and on textbook covers. Some schools across the nation are even putting advertisements on school buses.So what types of advertising are out there in our schools? There are different categories that ads can fall into. The following categories can represent most the advertising techniques used in our schools today and give a description of how they work.Types of Advertising1) In-school advertisementsIn-school ads are forms of advertising that can be found on billboards, on school buses, on scoreboards, in school hallways, in soft drink machines, or on sports uniforms. This type of advertising is also found in productcoupons and in give-aways that are given to students.2) Exclusive rights contractsA company gives money to schools that carry ONLY their products. Extra money can also be given if a schools sales exceed a certain amount(quota).3) Corporate-sponsored educational materials and programsSponsored educational materials include free or low- cost items which can be used for instruction. Examples of these may include multimedia teaching kits, videotapes, software, books, posters, activity sheets, and workbooks. While some of these materials may be ad-free, others may contain advertising for the producer of the item, or they may contain biased information aimed at swaying students towards a companys product or service.4) Corporate-sponsored contests and incentive programsThis is where students compete for prizes by selling, buying or collecting labels for a certain product. These contests and incentive programs bring brand names into the schools along with the promise of such rewards as free pizzas, cash, points towards buying educational equipment, or trips and other prizes.5) Ads in classroom materials and programsAds in classroom materials include any commercial messages in magazines or video programming used in school. A perfect example of this type of advertising is Channel One. Channel One is a 12-minute daily news show for students in grades 6 through 12 that includes two minutes of age-appropriate ads for products like jeans and soft drinks.In exchange for airing the program each day at the same time for three years, Channel One gives schools a satellite dish, a cable hookup, a television monitor for each classroom, and an agreement to service the equipment forthe three years. While some state school systems had originally said No to Channel One, the company reports to be present in some 350,000 classrooms.So what types of guidelines are set to insure that in-school advertising is done correctly and does not become overly exploited? Those who support the call for guidelines include educational groups such as the Association for Supervision and Curriculum Development, The National Parent Teacher Association, and the National Education Association. The Society of Consumer Affairs Professionals in Business(SOCAP) and Consumers International are two consumer interest groups that have formulated guidelines for sponsored materials. These guidelines suggest that education materials should be accurate, objective, clearly written, nondiscriminatory, and noncommercial.(Karpatkin & Holmes)In dealing with the issues of in-school commercialism, Karpatkin & Holmes suggest a three-pronged approach that includes* Reviewing all sponsored materials and activities and holding them to the same standards as other similar items by using the SOCAP guidelines.* Pursuing noncommercial partnerships with businesses and rejecting the notion that it is ethical to bring advertising into the schools to provide materials or funds.* Begin the teaching of media literacy in elementary school, to educate children to be critical readers of advertising, propaganda, and other media messages.Groups that support advertising in schools have very strong arguments to back their case. It seems that there is a large area for investment in advertising in schools. It also appears that if handled correctly, advertis ing techniques in schools can lead to the raising of an overallhelpful, efficient way to fundraise.Although advertising in schools may bring needed increases in funds, it is not without controversy. Many people are opposed to advertising in schools. They feel that children are being exploited for profit because big companies feel students are a captive, impressionable audience.Is there any way to balance the true goals and purposes of advertising in schools? Perhaps the best way is to have each school decide what amount and types of advertising in their schools is acceptable. And although advertising in schools seems to be a great way of obtaining funds for school activities, every school board should definitely be sure they know what they are getting into before signing any contracts with big time corporations.BibliographyChaika, Gloria. Education World. 1998 Education World.Consumers Union Education Services(CUES). 1990. Selling Americas Kids Commercial Pressures on Kids of the 90 s.Yonkers, N.Y.Karpatkin, Rhoda, H. and Anita Holmes. 1995. Making schools ad-free zones. Educational Leadership 53(Sep, 1)72-76.McNeal, James U. 1990. Kids as customers. New York Lexington Books.McNeal, James U. Planning Priorities for Marketing to Children. The Journal of Business Strategy. 1991.