Principles of promotion and advertisements Essay

In Decision point-marketing to schools Hartman, DesJardins, & MacDonald (2014), focus on advertisement targeted at children which in most cases is unethical since children are not in a position to make the right decisions. The authors also highlight on advertisement to poor neighborhoods, with advertisers using predatory practices. Since advertising and marketing increases awareness about a product, it is meant to improve the growth in sales of products, but often the advertisement process does not follow ethical practice when targeting vulnerable groups. Hence, there are questions on the extent to which advertisement ought to be allowed in schools, bearing in mind that there are various stakeholders involved and the consequences could be negative in the long-term.
Appropriate age for advertisements
There is no age limit that advertising should take into account, but children are a vulnerable group and care should be exercised when advertising to avoid duping children. This includes advertsing to young children and those below the age of 18.
Stakeholders affected by decision on advertisement
The stakeholders to be affected by the decision include the advertising lobby groups, parents, school officials, TV stations and consumer advocacy groups. Legislators may also get involved since putting regulations on advertising may debated.
Benefits and drawbacks to advertising products within schools
One of the main benefits of advertising to schools is that there is positive publicity. This is especially when the company allocates funds towards helping schools. The school community will have a better image about the company. Besides, advertising can help to improve a company's sales, since students tend to be aware about the company's products. Additionally, when there is proper integration of advertising campaigns, there is better brand recognition that results to increased sales.
Nonetheless, there are drawbacks to advertising to students, because of their inability to understand that advertising and commercialization are simply meant to improve a company's sales with little regard for negative effect on the children. Another drawback is that advertising may promote unhealthy choices, especially with regards to food choices or cigarettes and alcohol. In any case, child-centered advertisements are meant to increase purchase of marketed products. Children may also pressure their parents because they are bombarded with advertisements, even when the products may have negative effects.
Facts considered in making decisions that affect the stakeholders
The stakeholders need to know the extent to which the advertisers will differentiate the ads from the programs. This is because there is a need to understand the commercial content as well as the non commercial content when targeting ads to children. It is also necessary to understand the intention of the advertisement, since children may not be able to understand what is reality and fantasy. In any case, the children's interpretations are likely to be manipulated by the ads content, since hidden messages may be used to persuade children. There may be disagreements among the stakeholders on whether the ads are appropriate, and hence scrutinizing the message contents helps to show whether there is false advertising.
Alternative ethical marketing practices