Cash-strapped schools have long been the target of advertisers, and no wonder. Estimates on teen spending range from $24 billion to more than $140 billion in direct sales.

Even more significantly, teens influence nearly $500 billion in sales when their parents' spending is taken into account, while elementary kids' desires chip in another $15 billion.

Teens also represent a hard-to-reach audience that hasn't firmed up its preferences—valued at more than

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