Marketing Communications

UNETHICAL MARKETING COMMUNICATIONS PRACTICES 567

brand placement in movies and integrated merchandising plans, and in-school marketing.

Sometimes adult products are also targeted at pre-adults (for instance, so-called ‘alcopops’).

‘Old Joe’, ‘Smooth Joe’ (Camel) allegedly induced many teenagers to smoke. Breweries

promote their beer brands to college students during spring breaks, festivals, etc. A study in

seven countries revealed that ‘tweens’ (ages 9–14) consider TV as the single most important

source of product information.^55 Companies advertise in and around schools, air commercials

during children’s programmes, target children on product packaging, on point-of-purchase

displays and during sporting events, and place brands in programmes targeted at children.

Schools accept and display brand messages, disguised as educational materials, in exchange

for money, free equipment, curriculum materials, classroom videos, etc., that may contain

biased or incomplete information that favours the company or its economic agenda.

Source : Image courtesy of The Advertising Archives.

M16_PELS3221_05_SE_C16.indd 567M16_PELS3221_05_SE_C16.indd 567 6/6/13 8:59 AM6/6/13 8:59 AM