Children: Marketing through schools

 

Analyses the current state of children as consumers and the implications for responsible marketing. A survey by the National Consumer Council (NCC) finds that while most children over 10 enjoy shoppin ...

Discusses the issues raised by child obesity and food advertising in the UK. The work of the Food Advertising Unit (FAU) and the Food and Drink Federation (FDF), represented by the two authors, is des ...

Discusses Reklame Rakkers, a foundation for developing media literacy in children in the Netherlands. The programme was developed in collaboration with the UK's Media Smart (described elsewhere in the ...

Media Smart is a non-profit media literacy programme for primary school age children, focused on advertising. Launched in the UK in 2002, it is being copied elsewhere in Europe. It is supported by gov ...

Liz Watts, EdComs, presents the results of research into the issues surrounding business involvement in schools. Both teachers and parents consider that businesses can provide valuable support – but h ...

This article presents the conclusions of Harris Interactive’s landmark poll of youth marketers. John Geraci reveals the industry’s views on the ethics of selling to children, the industry’s role regar ...

WARC Hot Topics are the essential guide to debates in and around marketing. This paper explores the key issues surrounding marketing in schools , with onward links to related papers on WARC and the We ...

Corporate presence in schools - benevolent community spirit or sinister and cynical encroachment on the independence of learning? This, more than any other area of marketing, triggers an emotional and ...

In-school marketing is practised extensively in several countries, but research on the topic is scarce. This study gives an overview of the penetration of different in-school marketing activities, and ...

This paper examines how WGBH and Applied Research and Consulting LLC conducted collaborative research that identified strategies for transforming ZOOM, a highly successful 1970s children's educational ...

MediaCom were asked to speak at the Marketing Through Schools 2000 Conference in November 2000. The paper that follows details the main discussion points that were introduced in the presentation. The ...

Over recent years schools have developed considerably as a channel through which manufacturers, retailers and service providers can market their products. Unfortunately, marketers themselves are n ...

In March 1999, postcard advertising company Boomerang Media introduced 'School-Cards(tm) ' into 300 secondary schools across the UK. Today, these cards are available in 1,000 schools reaching approxim ...

This paper presents the views of the National Consumer Council in regard to the use of advertising and marketing in schools in order to reach both children and parents. The paper examines existing gui ...

This article looks at the existing forms of in-school marketing and the results of the launch of the JazzyBooks programme of sponsored school media.

The children's market is notoriously difficult to undertake research about. Telephoning is clearly not practical and questioning children on the street or even in their homes is likely to raise a ...

Kidscope provides a rapid response to the need for knowledge and understanding of children and their behaviour. The project monitors trends and looks at the ways these changes will alter the lives of ...

Describes a study of the effects of advertising, and attitudes to it, among young people exposed to Channel One, a 10-minute programme aimed at middle and high-school students and delivered on schoold ...

The strategy suggested in this paper is identifying product functions as a basis for characterising products or groups of products. New products were characterised in the study according to the degre ...