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The universal and the singular, the permanent and the ephemeral
Telma Urich and Monica La Madrid, ESOMAR, Latin American Conference, Sao Paulo, May 2002, pp. 261-288
This paper delves into children and their relationship with the characters that make up their world, their features, origins, aesthetics, the stories in which they are involved and the different roles played.
This paper delves into children and their relationship with the characters that make up their world, their features, origins, aesthetics, the stories in which they are involved and the different roles played. Preferences for local vs. global, fiction vs. reality, what is explicitly targeted to them vs. teenage and adult proposals, cartoon format vs. 'live action', male vs. female characters and the values they represent are examined.
Through the eyes of children
Mark Stapylton Smith and Bruce Friend, ESOMAR, Marketing in Latin America, Santiago, April 1999
This paper describes findings and practical applications of a 1998 quantitative study conducted in six countries including Argentina, Brazil and Mexico by Nickelodeon, Just Kid Inc., and Research International.
This paper describes findings and practical applications of a 1998 quantitative study conducted in six countries including Argentina, Brazil and Mexico by Nickelodeon, Just Kid Inc., and Research International. The study was designed to provide Nickelodeon with a strategic planning tool to support programming research and development and Nickelodeon's regional expansion. Available surveys and data sources lacked sufficient insight and depth of information about the brand and consumer environment in which kids reside, as well as their attitudes, beliefs, aspirations, and consumption behaviors. The paper also discusses some observations about brands and branding and the significance of building brand loyalty early, kids' attraction to more adult brands, how children are becoming more sophisticated consumers at a younger age, and the emergence of regional and global brands targeted to kids.
From Rugrats to Spice Girls: the role of characters and personalities in lateral marketing to child and youth markets
James Carrick, ESOMAR, Youth Marketing, Copenhagen, 1997
This paper traces the history of characters up to the mid-nineteenth century, and thereafter through five ages of character development.
This paper traces the history of characters up to the mid-nineteenth century, and thereafter through five ages of character development. Research is described that regularly plots the popularity of characters among children over a number of years. Differences are noted by demographics of age and sex and between countries. Characters have been increasingly licensed as properties where the character is applied to diverse product fields - the character is the brand and the product takes on its persona. Personalities, especially singers and musicians and sports celebrities are also taking on the nature of marketable 'properties' that can be laterally marketed in varied product fields. Research is used to track popularity trends of 'heroes', singers and of sports personalities. Case studies are given of Nickelodeon's Rugrats, the amazingly successful group 'The Spice Girls' and of the growth in popularity of football clubs and football celebrities in Britain.
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Licensing children's products
Children and brands
Children's lifestyles and attitudes
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Children's response to advertising
Food and drink marketing to children
Marketing through schools
Marketing to parents and children
Laws and ethics
Advertising to children
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Leisure and entertainment
Film, video and performance arts
Brands and branding
Naming and licensing brands
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