Children: Response to advertising

 

This paper provides an analysis of Latin Americans' points of view about globalisation. It shows that Latin Americans have mixed feelings towards the process, generally focusing on three dimensions: t ...

In this paper, Professor Tim Ambler of London Business School reviews the findings of the Food Standard Agency’s Hastings Study into the link between childhood obesity and advertising. He also examine ...

It is more than 20 years since the concept of the segmentation of consumers based on their attitudes towards advertising was introduced and audience members were categorised as Accepters, Players, Rej ...

Attacks on advertising often cite apparently scientific evidence that children cannot understand advertising’s persuasive character and are drawn, in response to advertising, to smoke, eat unhealthily ...

Describes the laws, regulations and codes of practice that govern advertising to children in Mexico.

Discusses the issues of advertising to children and social responsibility. The arguments on both sides of this debate are reviewed. The author concludes that to blame advertising for irresponsible mat ...

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 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 ...

This paper highlights kids’ influence on retail selection and then compares and contrasts their motivations behind these selections with those of parents. The in-store shopping experience (including f ...

Comments on television (and other) advertising by six members of the ANA Television Committee. Topics covered: 1) has TV programming degenerated?; 2) advertising to children under eight; 3) views on T ...

Explores the role of children as innovators or adopters of new products. A research study (2003) is reported amongst children and young people aged five to 18, with different questionnaires for the th ...

One of the main challenges facing the UK food industry is childhood obesity. This paper looks at the steps that manufacturers, retailers and advertisers are taking to deal with the issue and argues th ...

Continuing our series of legal briefings, Sharad Vadehra outlines Indian law relating to advertising to children and explains why legislation in India still has a way to go to meet European and Americ ...

Dave Lawrence, Logistix, describes a new way for marketers to determine the success of their promotions in store. Find out what types of supermarket promotions work and why.

Janine Spencer, Brunel University, gives an overview of how children change from birth to eight years of age – particularly in terms of perception, conception, memory and language – and highlights the ...

In this article, continuing our series of legal briefings, Maria Luisa Cassandro and Felix Hofer outline the legislation in Italy relating to advertising to children.

In this study Simona De Iulio, University of Strasbourg and Zouha Jarrin, University of Grenoble, reveal some interesting findings about globalisation, advertising and child culture by comparing toy c ...

In this case study of the award-winning Action Man ‘Final Combat’ campaign, Sam d’Amato explains how OMD, with the help of over 100,000 kids, brought Action Man into the 21st century.

This benchmarking study examines Chinese children’s perceived truthfulness of and liking for television advertising in three Chinese cities with different developmental levels of advertising. An in-pe ...

Continuing our series of legal briefings, Michel Béjot and Barbara Doittau outline French law relating to advertising to children and explain the comprehensive system that maintains advertising standa ...

James Myers, planning director at Arc, describes ‘tweens’, children aged 8 to 11 who inhabit the half-world between kids and teenagers. He looks at the way they talk and behave, and explains why it i ...

Children are important consumers in their own right. But their influence on family purchasing goes way beyond that. Rosemary Duff investigates how children approach the advertising they encounter in t ...

Children's opinion of advertising and their general skepticism toward it is of the utmost importance to both practitioners and those responsible for advertising Control. In this article, the authors d ...

When we see a little girl holding a teddy bear's tea party, are we to assume that suffrage was in vain? And should we believe that if we make ads portraying little boys pushing toy vacuum cleaners aro ...

Martin Lindstrom quotes extensively from his BRANDchild study in this overview of eight to fourteen year old children and claims they are the most influential generation in history. He describes the ...

Successful character-based marketing can deliver a faithful following of buyers. But beware, it may not be the golden goose it seems - choosing an ill-favoured icon can be costly. In this aricle, Davi ...

Steve Mellor discusses research which indicates that brands must change the way they relate to children if they are to be successful in the kid's market. Ads, TV programmes and promotions that are pop ...

The author describes the problems and opportunities when marketing to children in the USA today.

Fat children and the FUD factor - is there no hope for children's marketing? In his article, Sean Pillot de Chenecey explains the forces that shape the moral landscape, and gives a candid account of t ...

In this article Robin Lauffer proposes a new and different approach to segmentation, one based upon mindset rather than on gender, age or lifestyle. While looking for key differences, she starts with ...