of aretoo youngto be the targets commercials ls therean age at which of and marketing?ls every p'6rson,regardless age, a potential consumer?The marketpoteniialof young Feopleis huge.Accordingto one 2001 report,children's spendingtripled irr'the 1FOs. Childrenbetweenthe ages of 4 and 12 spent $ 2 .2 bi l l i oni n 1968, $4.2 bi l l i oni n 1984,$17.1 bi l l i oni n 1994,and m or e t han are $40 billion by 2OA2.Estimates that direct buying by children is expectedto exceed $51.8 billion by 200f.. This makesyoung people an attractivetarget for marketers, and where better to target marketingthan in schools? in Commercials schook:btcur ii many form!. Productsare directly advertised includingon schoolbusesand through in a varietyof formatsand Gircumstances, ChannelOne, a for-profit'mediacompany that producesnews programming Indirectadvertising of showndailyin thousands middleand high schoolclassrooms. and supplies. Many productsare sold of,.'ithool activities occurswith sponsorships participatein a varietyof marketingresearch in and by schoolsand many.schools studies.In every case,schoolsprovide the occasionfor studentsto learn about product, somecommercial , be ' Shouldadvertising allowedin schools? . What factswould you w;iq! to know beforedecidingthis question? . What altemativemarketlngpractices open to companies that sellproducts are which on to children?lf someschooldistrictsproposeadvertising and in buses, by are public property paid.{Or tax dollars,does that raiseadditionalissues? r Who are the stakeholders'of your decision? What is the impact of eachalternayou have identified? tive decisionon each stakeholder o What rightsand dutiesare involved? . How would you decideitie case?ls it mostly a matter of consequences, are or important principlesinvolved? that market alcoholic beleragesin pool inner-cityneighpeople.Companies borhoods must take this ethical guideline into account.Marketing malt bevermust ages,fortified wines, and other alcoholic dnnks to poor inner-city residents conthat many people in such situationsare not fully autonomotts acknowledge sulners.Many peoplein such situationsdriiik to get drunh; they drink to escape: they are alcohoiics.(For an examinationof online marketing they drink because included that targetschiidren,seethe readingfrom the Kaiser Family Foundation at the end of this chapter.) One final fbrm of rnarketingto a vulnerablepopulationinvolvespotentiallyali We of us as consumertargets. are eachvulnelablewhen we are not awarethat u'e are subjectto a matketingcampaign.Thi-stype of campaignis called st*afth g-'r urndercr:ver marketing and refers to those situationswhere we are subjectto tc Certainlywe are subjected directedcommercialactivity without our knorvledge. such on basistviihout payingmuch attetrtion, numerollscommunications a regr.rlar as as tlie billboardsat which u,e might glancesideways lve speedpast on a highrnarketingis an intenn'av.That is not undercover marketing.Instead.undercover tional effort to hide the true marketins elementof the interaction.For example