Want to reach kids? Target their mothers.

School Family Media surveyed 1,200 mothers involved with Parent-Teacher Organizations and Parent-Teacher Associations about kid- and parent-targeted advertising in schools. According to the survey results, 73% of respondents said parent-targeted advertising is more acceptable than advertising targeted at kids. Eighteen percent said both are acceptable, 6% said neither is acceptable and 3% said kid-targeted advertising is more acceptable than parent-targeted advertising.

Among kid-related advertising, advertising on book covers was deemed acceptable by only 33% of respondents. Reward programs were deemed acceptable by 85% of respondents, though; programs specifically named in the survey include a Pizza Hut promotion in which students received pizza coupons in exchange for reading books, and Topps of the Class, in which students receive trading cards as a reward for good grades.

The online survey has a plus/minus 3% margin of error.