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Ethics of Marketing to Schools in America Marketing in Public Elementary Schools Public schools across America are struggling with their budgets and looking to outside
the not-so-rich, and in poverty-stricken homes and tenements, as well as in schools and businesses, sits advertisers' mass marketing tool, the television, usurping
the not-so-rich, and in poverty-stricken homes and tenements, as well as in schools and businesses, sits advertisers' mass marketing tool, the television, usurping
in America are within the public, not the private, sector. Profits, movies, and customers, although important, are not the main driving forces within personal and
the world serving nearly 54 million customers each day. McDonald's has always been a franchising company and has relied on its franchisees, to play a major role in
Submitted by mabrown456 on October 14, 2007
Category: Business
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Marketing in Public Elementary Schools
Public schools across America are struggling with their budgets and looking to outside corporations for help. Conveniently, private corporations realize the potential buying power of students and have decided that elementary schools are the best channel to reach them. It has become routine for corporations to market there products in schools, and in exchange these schools receive various financial benefits. This new partnership has become the focus of much controversy as 80% of Americans feel that corporations should have no place in schools (). The two most cited concerns are the health of children and the growing commercialization of schools. This paper looks at this issue in detail by answering the following two questions. Is it ethical for corporations to market products in schools? What is the most socially responsible course of action for corporations to take? This paper will use a utilitarian and distributive justice framework to prove that marketing in schools is unethical and propose that the most ethical arrangement is to make schools commercial-free zones. This paper will also discuss the issue of corporate social responsibility through shareholder and stakeholder lenses to prove that there is a strong business case for corporations to
Children in schools are marketed to in a variety of ways. Schools can participate in incentive programs where a school receives funds to take part in a specific activity such as collecting box tops (). Some corporations offer free educational materials to schools that promote their corporate message. Pepsi encourages a "thirst for knowledge" on a popular textbook cover(). Each year over half of the students in schools in the United States receive free textbook covers(). McDonalds, Burger King and Dominos sponsor reading projects in schools with free meals(). Other schools receive free electronic equipment like computers and satellites for participating in...
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