Marketing to Children

S.Afr.J.Bus.Manage.2011,42(1)

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In-school market in randomness Afri corporation immemorial schools: An explorative study
S. Cassim and K. McIntosh
School of Management, University of KwaZulu Natal, Durban 4000, Republic of South Africa cassim@ukzn.ac.za Received August 2009 In-school merchandise is a global phenomenon that has new-madely become the focus of a great deal debate and criticism. Concerns about the potentially negative impact marketing rehearses may cave in on school going children have been raised across the globe. In response a figure of policies have been developed in different countries to regulate the shape of in school marketing. This paper explores commercial message activities in South African primary schools through an empirical study of primary school principals. The study investigates the policies and procedures in place to guide the practice of marketing in schools and the views of principals on issues pertaining to in-school commercialism. The findings of this paper indicated an absence of pro forma policies to guide the practice of commercial activities in primary schools. Principals so far supported the need for policies on in-school commercialism to protect children. They withal expressed the view that commercial activities can only be tolerated when they offer added value to the school.





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Introduction
In-school marketing is a globally practised and growing phenomenon that has in recent years become the focus of attention. In-school marketing (sometimes referred to as inschool commercialism) can be defined as corporate marketing activities enact at children in school (Geuens et al., 2002; Molnar & Garcia, 2005). These activities have been increasing in volume over the past few years as schools experience increasing pressures on their budgets and companies target the attractive offspring market in their school environment (Public education: commercial activities in schools, 2000). Supporters of in-school marketing...If you want to get a full essay, order it on our website: Orderessay



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