(285)IN-SCHOOL MARKETING: A CAPTIVE AUDIENCE?

摘要

Advertising has long been taboo in public education, but budget reductions and shortfalls haveannulated schools as “commercial free zones”: it represent the growth of “businesses that offer adviceon how to sell to children.” (Molnar, 2007:7)[1]. This study is built on an analysis about the state,market and society working together and demarcates one another to enhance a win-win relationship, alegitimacy/visibility one.One strand of my research uses the school as the unit of analysis, trying to understand how in-schoolmarketing activities are taking place according to the headteachers perceptions in the last 5 years inPortuguese public schools (10-15 year olds). The majority of studies have focused more on a passivetype of marketing, that which children see, hear and read (Alves, 2002)[2], rather than forms ofinteractive marketing (Moran, 2006)[3]. Here a national survey were used to show that interactivemarketing found in schools includes activities to be carried out revolving around a given company.Other strand, looks deep in the position of directly or indirectly involved state, market and civil societyplayers (26 semi-structured interviews were made to WFA's National Advertiser Association Member,Ministry of Education, teachers, parent/guardian representative, marketers and advertising agencies,consumer rights-related institutions, town councils, Federations)to illustrate the inherent paradoxes:How may a profit orientated commercial activity be distinguished by a social responsibility one? Whatare the general views of in-school marketing? Is it morally controversial? In fact different view pointscame up here.Other purpose was also testing a developed Working with Schools-Best Practice Principles checklistsas a business decision-making tool for schools and partners to ensure that both schools and theircommercial and non-commercial partners can build an ethical and responsible relationship.