Benefits of Advertising in Schools

Advertising in a school can improve brand recognition.

While advertising in the schools is a controversial topic, it can be an opportunity that is too good to pass up. As schools are looking for more ways to bridge their funding gaps, companies are filling those gaps by advertising for their products. Contact middle and high schools in your area to determine if they are looking to gain extra funding through advertising.

Captive Audience

The Channel One network creates a short news program shown in schools that contains several age-focused advertisements. Some beverage companies have their posters and vending machines stationed in cafeterias during lunch time. These methods create a captive audience that cannot help but be exposed to the advertisements. A company that advertises using these methods will not have to worry about their brand being overlooked. Students who watch your advertisement or sit in the same lunch room will continue to see your advertisement day in and day out.

Positive Publicity

When your company buys air-time on a local cable channel, there is no positive way to spin that for your company's image. When you purchase advertisements at a school, you can mention that you helped fund education in the community. Your company can talk about how the school was in need of additional funding, and your company helped to provide it. Although buying advertisements isn't a straight-up donation, your company can proudly state that it supports local education.

Multiple Demographics

While students are the target demographic for most of these advertisements, multiple demographics are also represented at a school. Parents and teachers will be exposed to the same advertisements and might be influenced to purchase these products. Younger students, brothers and sisters of the students will be exposed to these advertisements during school events such as concerts and plays.

Increased Sales and Brand

A study by the American Academy of Pediatrics in 2006 showed that brands advertised during the Channel One news program were likely to be purchased within three months of advertisement. Students also tended to remember the advertisements better than the news portion of the programs themselves. These findings mean that when integrated into schools, advertisements can help to increase sales and brand recognition for a product.

References

• American Academy of Pediatrics: Benefits and Costs of Channel One
• U Can Say It Here: Benefits
• Eric Digests: Advertising in the Schools