ABSTRACT
Children, their families, their friends, their neighbors, and anyone else who might want to help earn computers and computer supplies for the participating school are urged to shop, shop, shop—at the sponsoring store. The MOM program was created by Computers for Education, a unit of Freedom Industries of Murfreesboro, Tennessee. The program comes with a "teacher training video" featuring Raymond Berry, a former receiver for the Baltimore Colts and coach of the New England Patriots. In the upside-down world of school marketing, it is possible to imagine students with little energy or attention left for learning because they are kept so busy earning the equipment that is supposed to help them learn. To be sure, students and their families can't be compelled to participate in school-based promotions; however, they face considerable social pressure to join in and not let their school or classroom down.
