As it turned out, this idea could not be exported so easily to the UK, where schoolbooks come in a variety of sizes. In reality it is extremely useful for all parties concerned, including the kids. Teachers encourage their kids to look after their materials and the sponsors themselves get exceptional value. Of course, all this is the stuff of a marketing executive's dream. The books are being used for months at a time in an uncluttered environment.
Brand awareness can double or triple without difficulty.
The advertising is soft, ethical and messages are very low-key. The content of the advertising must also conform to our strict sponsorship guidelines. Ah, ethical guidelines. However, these are tripwires that Rossiter seems to have negotiated without stumbling. Rossiters' attention to getting the ethical side right has paid off, with the National Federation of Parent Teacher Associations and the National Association of Head Teachers endorsing the scheme.