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Selling Through the Classroom? Brands Should Keep An Open Mind

William Anderson (Business Director Poise Marketing Limited 2‐3 John Oliver Buildings 53 Wood Street, Barnet Herts EN5 4BS, UK)

International Journal of Advertising and Marketing to Children

ISSN: 1464-6676

Article publication date: 1 February 2000

Abstract

Over recent years schools have developed considerably as a channel through which manufacturers, retailers and service providers can market their products. Unfortunately, marketers themselves are not aware of the development that has taken place. As a result very many marketers are more inclined to say “No. Now what's the question?” whenever marketing to and through schools is proposed. These marketers are missing out on a significant benefit that can be secured for just about every brand — driving sales through the classroom. With input from The Schools Consortium and guidance from the schools themselves, Poise Marketing is helping Friends Provident sell policies through schools. The fact that schools marketing can achieve sales should give brand managers comfort that they are spending their budget wisely.

Keywords

Citation

Anderson, W. (2000), "Selling Through the Classroom? Brands Should Keep An Open Mind", International Journal of Advertising and Marketing to Children, Vol. 2 No. 1, pp. 59-66. https://doi.org/10.1108/eb027636

Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited