The in-school marketing controversy: Reaching the teenage segment

Consumer marketers are continually attracted to the large, affluent teenage market. But teens tend to be highly mobile and difficult to reach through regular media. This makes in-school promotions especially attractive to companies. Yet marketing to teens in high school is frowned upon by many, even though such promotions may offer badly needed funds and equipment to schools. Examining both sides of the in-school marketing controversy, this article presents the results of survey research conducted among school superintendents who offer their views on the topic, and discusses the need for a marketing code of conduct to address critics' concerns.