Marketing in schools
Encyclopedia
Marketing in schools is a widespread phenomenon in which school
s sign contracts allowing certain business
es to conduct marketing
activities in school facilities — primarily advertising
. For example, a school might allow only one brand of soft drink
to be sold in vending machine
s on the campus; in return, the soft drink company would provide compensation to the school (frequently money
, but it may provide other compensation as well, such as building new facilities or paying for school supplies). The phrase usually refers to arrangements by elementary school
s or high school
s, rather than higher education
; because this marketing is seen as targeting child
ren, it is very controversial. One example of this is Channel One News
, an "educational" TV show shown in schools that shows two minutes of advertising. Channel One is shown in over 11,500 middle and high schools across the United States, reaching 7.7 million students.
Many find the practice objectionable. Some argue that it can encourage unhealthy behavior in children; for example, the drinking of soda or the consumption of fast food
. More generally, some people object to the entire concept of marketing to children, fearing that they are easier to influence and that this marketing is unethical, or that it interferes with the values they may wish to teach their child. The practice has come in for harsh criticism especially from many on the political left
; for example, the magazine Adbusters
has run numerous features attacking the practice. Many schools defend the practice, noting that it is a source of valuable revenue, allowing programs that might otherwise go unfunded.
School
A school is an institution designed for the teaching of students under the direction of teachers. Most countries have systems of formal education, which is commonly compulsory. In these systems, students progress through a series of schools...
s sign contracts allowing certain business
Business
A business is an organization engaged in the trade of goods, services, or both to consumers. Businesses are predominant in capitalist economies, where most of them are privately owned and administered to earn profit to increase the wealth of their owners. Businesses may also be not-for-profit...
es to conduct marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
activities in school facilities — primarily advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
. For example, a school might allow only one brand of soft drink
Soft drink
A soft drink is a non-alcoholic beverage that typically contains water , a sweetener, and a flavoring agent...
to be sold in vending machine
Vending machine
A vending machine is a machine which dispenses items such as snacks, beverages, alcohol, cigarettes, lottery tickets, consumer products and even gold and gems to customers automatically, after the customer inserts currency or credit into the machine....
s on the campus; in return, the soft drink company would provide compensation to the school (frequently money
Money
Money is any object or record that is generally accepted as payment for goods and services and repayment of debts in a given country or socio-economic context. The main functions of money are distinguished as: a medium of exchange; a unit of account; a store of value; and, occasionally in the past,...
, but it may provide other compensation as well, such as building new facilities or paying for school supplies). The phrase usually refers to arrangements by elementary school
Elementary school
An elementary school or primary school is an institution where children receive the first stage of compulsory education known as elementary or primary education. Elementary school is the preferred term in some countries, particularly those in North America, where the terms grade school and grammar...
s or high school
High school
High school is a term used in parts of the English speaking world to describe institutions which provide all or part of secondary education. The term is often incorporated into the name of such institutions....
s, rather than higher education
Higher education
Higher, post-secondary, tertiary, or third level education refers to the stage of learning that occurs at universities, academies, colleges, seminaries, and institutes of technology...
; because this marketing is seen as targeting child
Child
Biologically, a child is generally a human between the stages of birth and puberty. Some vernacular definitions of a child include the fetus, as being an unborn child. The legal definition of "child" generally refers to a minor, otherwise known as a person younger than the age of majority...
ren, it is very controversial. One example of this is Channel One News
Channel One News
Channel One News is a 12 minute news program for teens broadcast via satellite to middle schools and high schools across the United States. Channel One is owned by Alloy Media + Marketing and based in New York City.-Program History:...
, an "educational" TV show shown in schools that shows two minutes of advertising. Channel One is shown in over 11,500 middle and high schools across the United States, reaching 7.7 million students.
Many find the practice objectionable. Some argue that it can encourage unhealthy behavior in children; for example, the drinking of soda or the consumption of fast food
Fast food
Fast food is the term given to food that can be prepared and served very quickly. While any meal with low preparation time can be considered to be fast food, typically the term refers to food sold in a restaurant or store with preheated or precooked ingredients, and served to the customer in a...
. More generally, some people object to the entire concept of marketing to children, fearing that they are easier to influence and that this marketing is unethical, or that it interferes with the values they may wish to teach their child. The practice has come in for harsh criticism especially from many on the political left
Left-wing politics
In politics, Left, left-wing and leftist generally refer to support for social change to create a more egalitarian society...
; for example, the magazine Adbusters
AdBusters
The Adbusters Media Foundation is a Canadian-based not-for-profit, anti-consumerist, pro-environment organization founded in 1989 by Kalle Lasn and Bill Schmalz in Vancouver, British Columbia...
has run numerous features attacking the practice. Many schools defend the practice, noting that it is a source of valuable revenue, allowing programs that might otherwise go unfunded.