Table 2 Marketing Practices Used in US Schools
From: Food Advertising and Marketing Directed at Children and Adolescents in the US
Activities | Examples |
|---|---|
Product Sales | Â |
Food/beverage sales benefiting a district, school, or student activity | • Exclusionary contracts or other arrangements between school districts, or schools and bottlers to sell soft drinks in schools or on school grounds |
Branded fast food | • Contracts or other arrangements between districts or schools and fast food companies to sell food in schools or on school grounds |
Cash or credit rebate programs | • Programs that award cash or equipment to schools in proportion to the value of store receipts or coupons collected by the schools (e.g., cereal box tops, food product labels) |
Fundraising activities | • Short-term sales of candy, pizza, cookie dough, etc. by parents, students, or both to benefit a specific student population or club |
Direct Advertising | Â |
Advertising in schools, in school facilities, an on school buses | • Billboards and signs in school corridors, sports facilities, or buses • Product displays • Corporate logos or brand names on school equipment, such as marquees, message boards, scoreboards, and backboards • Ads, corporate logos, or brand names on posters, book covers, and student assignment books |
Advertisements in school publications | • Ads in sports programs, yearbooks, school newspapers, and school calendars |
Media-based advertising | • Televised ads aired by Channel One or commercial stations • Screen-saver ads, corporate logos or brandnames on computers |
Samples | • Free snack food or beverages |
Indirect Advertising | Â |
Corporate-sponsored educational materials | • Teaching materials and nutrition education kits from food corporations that incorporate the sponsor's products or promote the sponsor's brand • Nutrition information produced by trade associations (e.g., dairy, meat, egg, sugar association) |
Corporate-sponsored contests and incentives | • Pizza Hut's Book-It program, McDonald's McSpellIt Club |
Corporate grants or gifts | • Corporate gifts to schools that generate commercial benefits to the donor |
Market Research | Â |
Surveys or polls | • Student questionnaires or taste tests |
Internet panels | • Use of the Internet to poll students' responses to computer-delivered questions |
Internet tracking | • Tracking students' Internet behavior and responses to questions at one or more websites |