This document discusses the issue of advertising in schools. It outlines three main types of advertising: 1) Sponsored educational materials, 2) Direct advertising such as bus wraps and locker ads, and 3) Contests and incentives that offer prizes. It also discusses the Channel One program, which provides hardware to schools in exchange for airing commercials during daily 12 minute newscasts viewed by students. While advertising can generate revenue for cash-strapped schools, it exposes a captive student audience and risks blurring the line between education and commercial promotion.

1. ADVERTISING IN
SCHOOLS
Erica Roberts,
School Finance, EDL-6210-5523-J23

2. WHY??
•Fundingis suffering. Programs cut. Schools
need money everywhere.
•Advertisers realize that schools are where
the kids are, and school is the easiest way
to reach them.

3. 3 TYPES OF ADVERTISING
•Sponsored Educational Materials
•Direct Advertising
•Contests, Samples, & Incentives

4. CHANNEL ONE
• Provides 12 minute daily “newscasts.”
• Schools
receive Satellite and DVR hardware in
exchange for participation in the program.
• Thereare at a minimum 2 commercial breaks during
each broadcast.
• News stories get kids to go to the Channel One
website which is full of additional advertising.

5. CHANNEL ONE
• Program competed with CNN Newsroom,
which is commercial free, but does not provide
hardware to schools.
• Schools are contractually obligated to show it.
• Media
company promotes the commercials and
how much the kids love them.

6. CHANNEL ONE PROMO
VIDEO

7. DIRECT ADVERTISING
• Schoolbus ads can generate up to $1000 a bus in revenue
per year.
• Wraparound locker ads can generate $230,000 a year.
• In school signs can generate $1000 a year
• Uniforms on School Sports officials can generate $100 a
game.
• Advertising on school buses can cause safety issues.

8. FUNDRAISER CONTESTS AND
INCENTIVES
• Penalize lower socio-economic schools.
• Students lose focus on the academic requirements.
• Increases unnecessary competition between
students.
• Safety risks associated with door to door sales.

9. PROS
• School funding is tight everywhere.
• Programs viewed as optional are being cut.
• Advertising can supplement school budgets.
• Funds from advertising are not subject to
“strict” spending guidelines.

10. CONS
• Mostschool districts do not have policies about accepting
advertising.
• Students are a captive audience.
• Theymay interpret advertising at school as endorsement of
products.
• Can it be considered taxpayer endorsement of products?
• What’s next? This History Textbook Brought to You by Fox?

11. SOURCES
• Ban school fundraising, province urged http://
www.parentcentral.ca/parent/education/schoolsandresources/
article/1052194--ban-school-fundraising-province-urged
• Corporate Classrooms and Commercialism http://
www.nytimes.com/1997/01/05/education/corporate-
classrooms-and-comercialism.html
• The
Center for Commercial-Free Public Education http://
www.ibiblio.org/commercialfree/index.html
• Parents
United for Public Schools http://
www.parentsunited.org/

12. SOURCES (CONTINUED)
• Obligation, Inc. http://www.obligation.org/
• The
Pros and Cons of In School Advertising http://
www.buzzle.com/articles/in-school-advertising.html
• Schools
Consider Whether to Accept Major Advertising http://
www.digtriad.com/news/article/193589/57/Schools-Consider-
Whether-To-Accept-Major-Advertising
• Marketing to Children http://www.uow.edu.au/~sharonb/
children.html#fn39
• Channel One News http://www.channelone.com/

13. SOURCES (CONTINUED)
• TVNews in the Classroom http://www.nytimes.com/
1990/03/14/arts/critic-s-notebook-tv-news-in-the-schools-
which-channel-if-any.html
• SchoolBus Ads - A Good Idea? http://articles.philly.com/
2011-10-03/news/30238691_1_school-bus-ads-ads-on-school-
buses-state-lawmakers