Õpetajate suhtumine ettevõtete turunduskampaaniatesse koolides
Date
2006
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
My study focuses on the attitude towards marketing in schools, precisely teachers’
attitude. My aim is to find answers to the following questions: how do they understand
marketing and advertising – what do they define as marketing campaigns and how do
they distinguish between social and commercial marketing; what is their attitude towards
marketing in schools – how do they characterize marketing campaigns and what
functions do they attribute to marketing campaigns; how do they see themselves and
students in marketing interactions and what kind of campaigns do they find acceptable
for school environment.
The first half of the study consists of theoretical material. It includes the following topics:
theories of consumer society, marketing and social marketing, schools as a target to
marketers, consumer socialization of a child, how children understand advertising, brand
and product awareness among children, ways of marketing practiced in schools and the
role of schools to marketing, overview from Estonian newspapers.
The second half of the study focuses on analyzing the in-depth interviews, conclusions
and discussion. The research is qualitative and method used is semi-structured interview.
The results are presented as answers to the research questions.
The results show, that attitude towards commercial marketing campaigns is positive and
that the teachers don’t see advertising as a threat to children. Attitude depends on the
function and nature of the campaign and the product itself. The teachers were especially
in favor of the campaigns which they see as educative or entertaining. Opinions about
whether it is necessary to keep marketing and advertising away from children differ
slightly but according to the prevailing attitude the teachers don’t find it important. What
comes to understanding advertising, children are attributed the ability to analyze and
make their own decisions about it. Younger students are said to take advertisements as
entertainment or games rather than an attempt to sell something to the consumer.
I find the topic of marketing in schools extremely important due to the rapid development
and increase of advertising aimed at children and potential ethical issues.
Keywords
H Social Sciences (General), bakalaureusetööd