Marketing communications in the classroom: The parents' view

Abstract

Cause-related marketing (CRM) has become an integral part of companies' corporate communications programmes. Under the umbrella of CRM many companies choose to build partnerships specifically with education establishments. These activities are called In-School Marketing (ISM). This study explores parents' attitudes and behaviours towards ISM as key stakeholders in the process. It focuses specifically on how they assess the value of schemes, whether they have concerns about commercial involvement in their schools and how the diffusion of ISM has affected their expectations. The study found that parents were generally positive about commercial involvement in their schools. However, their attitudes and expectations of ISM were evolving and their evaluative criteria had become more complex. The key factors affecting their evaluation were the company's ethical reputation, perceived motivation for the involvement and approach taken. They were less concerned about detrimental effects on their children but this was mediated by their trust in the head teacher as gatekeeper. Key implications are that whilst parents are open to ISM, they are increasingly demanding that it is provided on their terms. Whilst sales promotional ISM schemes may have been acceptable and effective in the past, this may not be the case in future.

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