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Marketing: Ad lessons

May 9, 2006

Under financial pressures brought by shrinking budgets, school districts nationwide and in Michigan are looking for alternative funding. Advertising in buses is one way they're drumming up additional money to pay for everything from teacher salaries to school maintenance. Cheryl Somers, associate professor of educational psychology at Wayne State University, comments about the advertising trend that is reaching out to children. "A growing perspective is that parental involvement is important in mediating what children see through explaining, educating, qualifying, etc., for their kids," says Somers. "Because parents aren't on buses, the ads should be limited to wholesome messages such as those touting the importance of studying or drinking water."