Abstract
In-school marketing is a global phenomenon that has recently become the focus of much debate and criticism. Concerns about the potentially negative impact marketing practices may have on school going children have been raised across the globe. In response a variety of policies have been developed in different countries to regulate the practice of in-school marketing. This paper explores commercial activities in South African primary schools through an empirical study of primary school principals. The study investigates the policies and procedures in place to guide the practice of marketing in schools and the views of principals on issues pertaining to in-school commercialism. The findings of this paper indicated an absence of formal policies to guide the practice of commercial activities in primary schools. Principals however supported the need for policies on in-school commercialism to protect children. They also expressed the view that commercial activities can only be tolerated when they offer added value to the school.
Highlights
This paper explores commercial activities in South African primary schools through an empirical study of primary school principals
In-school marketing is a globally practised and growing phenomenon that has in recent years become the focus of attention
In-school marketing can be defined as corporate marketing activities directed at children in school (Geuens et al, 2002; Molnar & Garcia, 2005)
Summary
In-school marketing is a globally practised and growing phenomenon that has in recent years become the focus of attention. In-school marketing (sometimes referred to as inschool commercialism) can be defined as corporate marketing activities directed at children in school (Geuens et al, 2002; Molnar & Garcia, 2005). These activities have been increasing in volume over the past few years as schools experience increasing pressures on their budgets and companies target the attractive youth market in their school environment (Public education: commercial activities in schools, 2000). Supporters of in-school marketing highlight the potential benefits to their schools as increased funding and access to free educational materials through sponsorships. Companies can profit from creating brand preferences and strong brand impressions at an early stage of their consumer‟s life (e.g. Feuerstein 2001; Boyles, 1998; Gelberg, 1997; Kohn, 1999; Cort, Pairan & Ryans, 2004; Gunter & Furnham, 1998; Atherton & Wells, 1998; Molnar, 1996)
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