This paper explains that, regardless of who holds responsibility for the behavior of the nation's children,
direct marketing to children, online or through traditional techniques, is developing a new profitable channel for business sales. The author points out that direct marketing to children expanded to
schools through the entry of vending machines and corporate-sponsored products and events. The paper outlines two
research approaches: a review of
current regulatory policy to identity specific guidelines and a qualitative
survey of teachers to collect their perceptions of current marketing practices. Table of Contents Introduction Purpose of This Study Literature Review Research Methodology Ethical Considerations Timeline