public relations

Advertising driven tests for students?

So, not really a post about marketing or branding or even public relations. More about how marketeers will see an increase in the number of opportunities as savvy individuals - or desperate times - create new options.

According to this report on USA Today, a calculus teacher facing budget cuts has started selling .. wait for it … advertising space on tests for his students.

That’s right - advertisers now have a highway into focused, captive teenagers who have no choice but to look at the ads in that school.

True, this was done with the best of intentions.

The teacher after all knew that he either did less testing - which would damage the kids chances for their main finals - or he would have to pay for the excess charges himself - which would not be fair or possible for him. But really - advertising on tests? For now, the messaging has been mostly positive-encouragement-type notes from parents and local businesses.

But what happens when McDonalds decides to sponsor the tests? Or other marketers, figure out new ways to get past the portals of schools everywhere? How do we decide that one brand deserves to go where another is not?

Is it cool? It is not? Do you find it disturbing? Do you think you could use it?

Which brings us to the question - where do we draw the line? As marketeers, communicators and branding professionals IS there a line that we will not cross? Or is everything fair game? I know we all have differing views on this so do let me know what you think.

© 2008 Journeys Through The Line.