MARKETING IN SCHOOLS

Marketing in Schools

Discuss the ethics of allowing advertising in schools. Is there an appropriate age in which advertising could be considered?

As many empirical studies have established, 12 years of age is when children can discern the concept of persuasive intent and make judgments with regard to its authenticity and trustworthiness. From an ethical standpoint the age of the child can be irrelevant given the persuasiveness of the specific advertising medium, its use of implied peer pressure through Facebook visibility, and the onslaught of social media in young children's lives. The age of 12 is also one that is also open to debate given the initial methodology that defined this specific chronological point in a child's life without regard to stakeholder requirements and contingent responsibilities (Hartman, DesJardins, 2008). The age of 12 is relative from an empirical standpoint as marketers today have much greater influence and control over children's perceptions through social media. Ultimately the age appropriateness of advertising from an ethical standpoint needs to take into account the stakeholders of the child being advertised to in addition to the inherent value of the food or beverage from a health standpoint

(Hartman, DesJardins, 2008). Key stakeholders including parents need to be included in the vetting process of proposed advertising of sugar-laden snacks and candy that contribute more to health problems of children than help them.

2. What are the benefits and drawbacks to advertising products within schools?

The benefits of advertising products in schools include raising awareness of healthy alternatives to junk food, and getting feedback on how snack and convenience foods can be better designed to be nutritious. The benefits of advertising products need to include approaches to gaining feedback and advice from stakeholders and ethically tailoring food items for children (Hartman, DesJardins, 2008). Ironically the drawbacks of advertising products to children could be made into benefits if treated as a means to gain greater stakeholder feedback and involvement (Hartman, DesJardins, 2008). These drawbacks include lack of awareness of how sugary-based, high fat food products affect children's weight and cardiovascular health, lack of coordination with key stakeholders on health goals for children, and implicit approval of persuasive intent by allowing overtly promotional messages to dominate children's thinking and decision-making processes (Hartman, DesJardins, 2008).

3. What other facts would you need to make a decision and how might your decision affect the stakeholders?

The longitudinal effects of sugar-based snacks and foods devoid of high nutritional value need to be included in any discussion with stakeholders, in addition to the effects on dental health as well. The most challenging area of measurement however is how the cumulative impact of allowing advertising's persuasive intent changes how children react with discernment and judgment to advertising claims. This is the most insidious issue of all as it can change their perspective and decision-making approach in the future as consumers. All of these facts however need to be taken into account, in addition to the nutritional, dental and physical health of the children over time. Those factors will further underscore the need for create vigilance of marketing to children over the long-term.