Misplaced marketing – A best buy in advertising: schools selling students as media audiences
Catharine M. Curran
(Department of Marketing, New Mexico State University, Las Cruces, New Mexico, USA)
2125
Abstract
Addresses the question of advertising to children whilst they are in school. Debates the ethical issues surrounding this new marketing strategy. Claims there is an information asymmetry in the market, as corporations are well informed of the schools’ need for revenue, yet school administrators are ill informed about the value of exclusive access to the children.
Keywords
Citation
Curran, C.M. (1999), "Misplaced marketing – A best buy in advertising: schools selling students as media audiences", Journal of Consumer Marketing, Vol. 16 No. 6, pp. 534-536. https://doi.org/10.1108/07363769910297489
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited