Blank report cards stop; BCTF invests in ads for job action
Posted February 8, 2012 9:18 am.
This article is more than 5 years old.
VANCOUVER (NEWS1130) – Don’t expect your child to bring home another blank report card. BC’s Ministry of Education has excused school superintendents from their legal obligation to send another report to parents, given that teachers are still refusing to write them.
Meanwhile, the BC Teachers’ Federation has released some radio and TV spots during its job action.
A voice in the ad says: “It’s time for government to invest a bit more in teachers and a lot more in kids.” And it seems the BCTF has been investing quite a bit in ads to get its point across.
SFU Marketing Professor Lindsay Meredith says the union isn’t doing anything wrong, as long as it sticks to the facts. “If you are running negative advertising, the major thing to do is to ensure that you have good, sound, factual back-up for the information you’re trying to convey.”
“We have an issue in market we’re well aware of. [It’s called] attitudinal constructs,” he explains. “[They’re] big words for simply saying ‘Be very careful.’ If you think you’re going to changes somebody’s fundamental attitude toward you or your product, that is an extremely difficult thing to do.”
“Marketers usually run like pigs from a gun when they see that one coming,” he adds.
He says if you go to negative, you may alienate the people you are trying to sway.
