Fast Food Nation

Influencing elementary school students is very

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Unformatted text preview: ntendent told the Houston Chronicle, “if it weren’t for the acute need for funds.” DeRose started to solicit ads not only for the district’s hallways, stadiums, and buses, but also for its rooftops — so that passengers flying in or out of the nearby Dallas–Forth Worth airport could see them — and for its voice-mail systems. “You’ve reached Grapevine-Colleyville school district, proud partner of Dr Pepper,” was a message that DeRose proposed. Although some people in the district were skeptical about the wild ideas of this marketer from Colorado, DeRose negotiated a $3.4 million dollar exclusive deal between the Grapevine-Colleyville School District and Dr Pepper in June of 1997. And Dr Pepper ads soon appeared on school rooftops. Dan DeRose tells reporters that his work brings money to school districts that badly need it. By pitting one beverage company against another in bidding wars for exclusive deals, he’s raised the prices being offered to schools. “In Kansas City they were getting 67 cents a kid before,” he told one reporter, “and now they’re getting $27.” The major beverage companies do not like DeRo...
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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.

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