Another method of advertisement adopted by John Mackintosh which was of considerable value to young people was the "School Shop." The idea was first suggested to him in the year 1914 by an educationalist. A scheme was evolved, in which some ten or twelve other manufacturing and advertising firms co-operated. The aim being to link up advertisement with a practical business training in schools. The suggestions were made to school masters throughout the country, who received the scheme favourably. In a brief period it was adopted in several thousands of schools.
The "School Shop" consisted of dummy packages of well-known goods manufactured by the firms participating in the scheme. A complete grocer's store was equipped and sent to the schools. There was paper money, invoices, order-books, and in many cases a real cash till was included. This method of teaching aroused the interest of the school children and they were soon buying and selling, making out invoices, taking off discounts and percentages and arithmetical tasks were transformed into play.
The "School Shop" outfit was found useful in many ways. Items such as tins and bottles were also used for drawing or painting lessons, or school children would be required to find the cubic capacity of some unusually shaped package. The scheme was both ingenious and instructive for it established a real school-shop and enabled the teachers to give a technical education in business methods to future tradesmen. The educational authorities expressed their approval and thanked the originators for the outfit which was supplied to the schools free of cost.
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