There are many types of direct advertising in schools, such as soft drink, fast food, or snack food corporate logos on athletic scoreboards, sponsorship banners in gyms, ads in school newspapers and yearbooks, free textbook covers with ads, and screen-saver ads on school computers for branded foods and beverages. The US GAO report found that the most visible and prevalent types of direct advertising in schools were soft drink advertisements and corporate names and logos on scoreboards. [46] Recently, food marketing to youth in schools has become even more intense, persuasive, and creative. Some schools are now selling food advertising space on their athletes' warm-up suits, as well as inside and outside of school buses. A large multinational food company tested an advertising campaign in 2001 that paid ten elementary school teachers in Minneapolis, MN, US to drive cars to school that advertised Reese's Puffs, a sweetened cereal. [50] The cars were wrapped with a vinyl ad and teachers earned a $250 monthly stipend for their efforts as "freelance brand managers." The campaign was to last from early August through the first month of classes in September but was canceled after 3 weeks due to public protest. [50]
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Food advertisements can also be delivered through in-school media. About 12,000 schools or about 38% of middle and high schools in the US are connected to Channel One, the 12-minute current events program that carries two minutes of commercials including advertisements for soft drinks and high fat snack foods. [46] Schools receive free video equipment in exchange for mandatory showing of the program in classrooms. Brand and Greenberg evaluated the effects of Channel One in-school advertising on high school students' purchasing attitudes, intentions, and behaviors. About 70% of the 45 food commercials shown on Channel One during one month were for food products including fast foods, soft drinks, chips and candy. In schools where Channel One was viewed, students had more positive attitudes about the advertised products, and were more likely to report intentions to purchase these products compared to students who did not have Channel One in their classrooms. However, students who watched Channel One did not report more frequent purchases of the advertised products compared with students in schools that did not show Channel One. [51]
Indirect advertising includes corporate-sponsored educational materials and corporate-sponsored incentives and contests. Many US elementary school programs promote a reading incentive program that rewards students with a free pizza for reading a required number of books. When students reach their reading goal they are given a certificate for a free pizza. [46] McDonald's McSpellit Club rewards perfect scores on spelling tests with coupons for free hamburgers, cheeseburgers, or Chicken McNuggets. [44] Local McDonald's restaurants provide schools with coupons redeemable for french fries and soft drinks. [44] Food industry-sponsored classroom nutrition education materials are widely available. [19] Examples include the Campbell's Prego Thickness Experiment, Domino's Pizza's Encounter Math: Count on Dominos, and the National Potato Board Count Your Chips.
Product placement is increasing in popularity and becoming more acceptable as a standard marketing channel. It typically involves incorporating brands in movies in return for money or promotional support. Fees are variable depending on the relative prominence of the placement in movies, and are usually around $50,000 to $100,000. [53] The product placement may be placed as a backdrop "prop" or may be an integral part of the script. Producers contend that product placement makes sets look more realistic and that brands help define characters and settings. In addition, product placement can help offset production costs. Product placement in the movies first gained attention in 1982 when it was reported that sales of the peanut butter candy Hershey's Reese's Pieces increased by 65% within a month due to its placement within E.T., The Extra Terrestrial. [53] It is reported that placement is being used more in radio, music videos, books, comic strips, plays, and songs [53] and that product placement agencies are increasing in number. [54]
A wide range of food advertising techniques and channels are used to reach children and adolescents to foster brand awareness to encourage product sales. [18] Marketing channels include television advertising, in-school marketing, product placements, kids clubs, the Internet, toys and products with brand logos, and youth-targeted promotions. The strong similarities between the marketing and promotional activities used by food companies to advertise unhealthy foods to children and those used by the tobacco industry to market cigarettes to children are striking. [82] For example, at one time tobacco companies were providing schools with free sports programs, scoreboards, and book covers featuring school logos on the front and cigarette ads on the back. [82] Young children were targeted with the sale of candy and bubble gum in packages that resembled those of actual cigarette brands. [82] Ads for cigarette brands popular with youth were selectively placed in magazines with large youth readerships. Promotional materials (caps, sports bags, lighters with cigarette brand logos), sweepstakes, and premiums were commonly used. The "Marlboro Man," with his image of independence and autonomy, struck a responsive chord among adolescent males. Studies of the use of the cartoon character Joe Camel to promote Camel cigarettes showed that 30% of 3-year olds and over 80% of 6-year olds could make the association between Joe Camel and a pack of cigarettes. [83] In the three years after the introduction of the cartoon camel character, preference for Camel cigarettes increased from 0.5 to 32% among adolescent smokers. [84] 2ff7e9595c
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