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Marketers Are Interested in Schools

Alex Molnar Marketing in Schools: Little Educational or Nutritional Content Presentation at the Wellcome Trust Frontiers Meeting Environmental and Behavioural Determinants of Childhood Obesity May 29, 2009. Marketers Are Interested in Schools.

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Marketers Are Interested in Schools

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  1. Alex MolnarMarketing in Schools: Little Educational or Nutritional ContentPresentation at the Wellcome Trust Frontiers MeetingEnvironmental and Behavioural Determinants of Childhood ObesityMay 29, 2009

  2. Marketers Are Interested in Schools • Why Marketers Want to Reach Children: Children have buying power. • Marketing Problem: Children are hard to reach outside of school. Children are a fragmented market. Advertising environments outside of school are cluttered. • Marketing Solution: Schools provide a relatively uncluttered ad environment, where children of all ages are a captiveaudience.

  3. Types of Marketing in Schools • Sponsorship of Programs and Activities • Exclusive Agreements • Incentive Programs • Appropriation of Space • Sponsored Educational Materials • Electronic Marketing • Fundraising

  4. Products Most Heavily Marketed to Children • Food: • Soft drinks and other beverages ($639,226,000) • Restaurant foods ($293,645,000) • Snack foods, candy and frozen desserts ($256,407,000) • Breakfast cereal ($236,553,000) • Entertainment • Toys • Popular books

  5. Remedies to Address Food Marketing in Schools • Statutory or regulatory prohibition • Balancing tests (benefits vs. harm) • Mandatory adoption review process

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