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Children and the Commercial World: A Parent's Perspective
Karen Fraser and Cathryn Moses, Credos, June 2011
This report brings together the quantitative and qualitative research Credos commissioned for contribution to the Bailey Review.
This report brings together the quantitative and qualitative research Credos commissioned for contribution to the Bailey Review. The research shows that parents find it difficult to keep up with their child's interaction with the digital and online world. It concludes that more needs to be done to help empower parents as regulators of their children's media consumption.
Children and Commercial Communications: A literature review
Barbie Clarke, Credos, June 2011
An in-depth look at children's development, considering child psychology, recent developments in neuroscience, sociological studies, social competence, and children's understanding of advertising.
An in-depth look at children's development, considering child psychology, recent developments in neuroscience, sociological studies, social competence, and children's understanding of advertising. This review shows that whilst it is the case that children can recognise advertising at a young age (4- 5) it is not until they reach middle childhood (age 8-12) that children understand advertising, and it is not until they reach adolescence, age 12 plus, that children can understand the commercial intent of advertising.
Children and the Commercial World: Exploring the attitudes of children and parents
Barbie Clarke, Credos, June 2011
While there was concern expressed by parents on many issues affecting their children’s well-being, advertising and marketing to children was not perceived to be a huge problem.
While there was concern expressed by parents on many issues affecting their children’s well-being, advertising and marketing to children was not perceived to be a huge problem. However, it appears that many parents feel on the back foot when it comes to understanding fully the media children now consume. This stems largely from a lack of knowledge, creating a 'fear of the unknown'.
ANA Identifies Four 'Concerns' for US Advertising
Geoffrey Precourt, Event Reports, ANA TV & Everything Video, February 2011
The Association of National Advertisers has identified four areas of “concern” that, according to organization chief Bob Liodice, “potentially undermine the cost effectiveness and value we expect from our investments in the TV medium.” These concerns are fresh regulation, privacy, network integration fees and new forms of advertising clutter.
The Association of National Advertisers has identified four areas of “concern” that, according to organization chief Bob Liodice, “potentially undermine the cost effectiveness and value we expect from our investments in the TV medium.” These concerns are fresh regulation, privacy, network integration fees and new forms of advertising clutter. This piece, from Warc’s coverage of the ANA’s 2011 TV and Everything Video conference, looks in detail at these four areas of concern and why advertisers should be aware of them. It features comment from the ANA’s president/ceo Bob Liodice.
Don’t bend rules on advertising food to children – embrace them
Anna Sampson, Admap, May 2009, Issue 505, pp. 16-19
This article discusses the marketing of HFSS (high fat, salt and sugar) brands to children. It is banned from children’s programming and under increasing legislative and other pressure.
This article discusses the marketing of HFSS (high fat, salt and sugar) brands to children. It is banned from children’s programming and under increasing legislative and other pressure. The current legislation is summarised. To avoid rejection companies need to embrace the spirit, not just the letter of the law. Bur a sensible balance can be achieved. Most mothers are pragmatic, and wish to balance healthy eating against some rewarding with treats. Five principles are suggested which will gain the trust of parents without sacrificing creativity: 1) balanced lifestyle messaging (including exercise, healthy eating and occasional treats); 2) involve the mothers with `family appeal’; 3) create interaction between parent and child; 4) be transparent with information, and turn mothers into advocates; 5) tap into heritage and provenance. Make sure the solution is firmly linked to the brand. Four steps to delivering a parent-targeted strategy: 1) consult and used parental insight; 2) ensure central control of all strategy; 3) monitor strategy performance through parents’ advocacy and consideration, not awareness; 4) continuously refresh the strategy.
Navigating the Mindfields
Daniel L. Jaffe, ANA Magazine, April 2009, pp. 45-46
This 2009 article warns that U.S. policymakers are planning to introduce legislation that could cause significant damaging to the advertising industry, specifically, changes to tax policy.
This 2009 article warns that U.S. policymakers are planning to introduce legislation that could cause significant damaging to the advertising industry, specifically, changes to tax policy. The economic downturn, which has put the public finances under pressure, is seen as a major factor in this trend. Healthcare reform could see limits put on prescription drug ads. The threat is particularly grave at state level, with 40 of 50 U.S. states "in serious economic difficulty".
What are the most successful routes for advertising to children?
Millward Brown Knowledge Point, 2008
While much advertising is aimed at a broad spectrum of children, it should be recognized that there are wide differences in cognitive and emotional development between younger and older children.
While much advertising is aimed at a broad spectrum of children, it should be recognized that there are wide differences in cognitive and emotional development between younger and older children. Children pay more attention to adverts than adults, particularly when they include jingles, cartoons, humor, and elements borrowed from popular culture. This generation is Internet-savvy, and can appreciate interactive campaigns.
Anupama Wagh-Koppar, Admap, January 2008, Issue 490, pp. 19-21
This article discusses marketing to children (in the context of India), and argues that current advertising is helping to push children into adulthood too soon.
This article discusses marketing to children (in the context of India), and argues that current advertising is helping to push children into adulthood too soon. Children are being expected to adopt adult behaviour, and exposed to adult media, before they have a sufficient degree of emotional maturity. Children are thus developing 'premature adults' (PMA) syndrome, the implications of which include uncertainty about their role and behaviour, the limiting of creativity and imagination, growing levels of cynicism (which will affect their attitudes as consumers) and the possibility of a loss of self-worth. Apart from a social responsibility, these developments will make brand advertising much harder in the future. A seven-point guide is offered for addressing children which will avoid PMA: retain innocence, simplicity and truthfulness, set a clear context, involve parents, use symbolic language carefully, and don't lure or deceive.
When concerns arise, we will not be silent
Doug Wood and Anthony Diresta, ANA Magazine, December 2007, pp. 46-54
In this article, FTC chair Deborah Platt Majoras addresses the major issues affecting the U.S. advertising industry.
In this article, FTC chair Deborah Platt Majoras addresses the major issues affecting the U.S. advertising industry. These include the FTC's priorities against deceptive health claims and mortgage advertising, and its potential course of action against spam and spyware. She also discusses advertising self-regulation, food advertising and the use of violence in ads for TV programmes, computers games and movies.
Getting to Next - Childhood Obesity
The Futures Company, Yankelovich MONITOR think tank, 2007
This 2007 paper from Yankelovich Think Tank examines the state of childhood obesity in the USA. With many parents recognizing that their children are obese or at risk for becoming overweight, this issue is a concern at both the national and personal levels for many consumers.
This 2007 paper from Yankelovich Think Tank examines the state of childhood obesity in the USA. With many parents recognizing that their children are obese or at risk for becoming overweight, this issue is a concern at both the national and personal levels for many consumers. In the 2005 Yankelovich MONITOR, parents of kids age 6-17 listed "making sure my children eat right" as their second-highest-rated challenge among a list of 19 challenges parents face regularly. Five kinds of attitudinal factors affecting weight management among adults are emotion, lack of time to manage weight, general dislike of exercise and dieting, being overwhelmed by conflicting information and the high cost of maintaining a healthy lifestyle. Additionally, children face additional factors such as parental role models, dependence on others for food choices, portion sizes, exposure to a large proportion of snack food marketing and a lack of exercise in school. Parents feel they have responsibility for their children's health, and that schools are second. Implications are that families should be shown how to work together to build better diet and exercise habits and it's prudent to make it easy for consumers to find their family solution.
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