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Unformatted text preview: of advertising, promotion, and market research — a
source of frustration to many companies. Today the nation’s fast food chains are marketing their products in public schools through
conventional ad campaigns, classroom teaching materials, and lunchroom franchises, as well as a number of unorthodox means.
The proponents of advertising in the schools argue that it is necessary to prevent further cutbacks; opponents contend that schoolchildren are becoming a captive audience for marketers, compelled by law to attend school and then forced to look at ads as a means of paying for
their own education. America’s schools now loom as a potential gold mine for companies in search of young customers. “Discover your own
river of revenue at the schoolhouse gates,” urged a brochure at the 1997 Kids Power Marketing Conference. “Whether it’s first-graders
learning to read or teenagers shopping for their first car, we can guarantee an introduction of your product and your company to these
students in the traditional setting of the classroom.”
DD Marketing, with offices in Colorado Sp...
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This note was uploaded on 02/25/2014 for the course MGMT 120 taught by Professor Litt during the Spring '08 term at UCLA.
- Spring '08