School rules for marketers

November 1999
Advertising Age;11/1/1999, Vol. 70 Issue 45, p36
Trade Publication
This article comments on the growth of commercial ties between marketers and schools in the U.S. in 1999. That suggests that any school-based marketing project needs to be weighed with utmost care by marketers, middleman companies that broker deals and school officials. School are not shopping malls, high-potential venues for place-based marketing or convenient centers for commercial focus-group research. School-based, for-profit marketing research projects and overt commercial involvement in educational materials such as textbooks, must raise warning flags. In research, parental and student permission and privacy protection is essential. Marketing panels should never interfere with the school day, and any compensation that would normally be paid to participants for their time and information should be paid to students or their parents.


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