Marketing in Schools (Article Sample)
Read the case study, entitled “Marketing in Schools” on page 430 of the textbook. Once you finish reading the case study, answer the following questions: 1. Is there an appropriate age that advertising should consider? 2. Who are the stakeholders that will be impacted by your decision, and how will each be affected? 3. What are the benefits and drawbacks to advertising products within schools? 4. What other facts would you need to make a decision, and how might your decision affect the stakeholders? 5. Discuss alternative marketing practices that could be ethical and help the schools to raise money. should meet the following requirements: Be at least two pages in length (not including the cover and reference pages) Include a summary of the case study Answer the five questions listed above Remember to format this, and all written assignments, using APA style. Textbook info to cite: Hartman, L. P., DesJardins, J., & MacDonald, C. (2014). Business ethics: Decision making for personal integrity & social responsibility (3rd ed.). New York, NY: McGraw-Hill.
• Should advertising be allowed in schools?
• What facts would you want to know before deciding this question?
• What alternative marketing practices are open to companies that sell products to children? If some school districts propose advertising on and in buses, which are public property paid for by tax dollars, does that raise additional issues?
• Who are the stakeholders of your decision? What is the impact of each alternative decision on each stakeholder you have identified?
• What rights and duties are involved?
• How would you decide the case? Is it mostly a matter of consequences, or are important principles involved?
Marketing in Schools
Different companies advertise their products to schools on different platforms such as buses, scoreboards, lunchrooms and Channel One in middle and high school classrooms (Molnar, 2003). Other companies engage in indirect advertising by sponsoring certain school consumables and activities. Placing advertisements in schools communicate that teachers, schools and parents endorse the displayed products (Hartman, DesJardins, & MacDonald, 2014). Marketers exploit children because they are generally less able to resist the influence of advertisements and the fact that schools may seem to endorse the products by allowing their display in schools. Children lack market information that adults have and cannot enter into commercial contacts freely (Molnar, 2003). Advertising should therefore be age appropriate and it should be reserved for those above thirteen years as they are able to make better judgment in their buying decisions than pre-teen children.
Schools would be affected by the decision to limit advertising on classrooms and areas that only teenagers frequent rather than allowing advertising that targets all school age groups. This is because the schools would lose an opportunity for paid advertising. This would prevent their opportunity to supplement their funding because the recession has resulted in minimal federal education funding. Students would also miss out on advertising revenue sponsored field trips, sports and other after school programs (Azuz, 2009). Advert...
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