Sam Clough, WARC Best Practice, July 2016
This article seeks to establish best practices for marketing to children, both causes of parental spending and consumers in their own right - an attractive audience for marketers, they exert influence far beyond toys, to supermarket shops, family holidays, and even the car.
Jony Oktavian Haryanto and Luiz Moutinho, International Journal of Market Research, Vol. 56, No. 6, 2014, pp. 757-782
The potential of the child segment offers an immense opportunity for marketers to explore. In the ever more dynamic and ever changing children’s market, the identification and ability to optimise the factors that can preserve product dominance are key to product longevity.
Soontae An and Hannah Kang, International Journal of Advertising, Vol. 33, No. 3, 2014, pp. 509-532
This study analysed advergames on top online gaming websites for children. The content of 131 websites was analysed to see whether each site contained advergames, particularly advergames for food products, and the way the advergames were presented to children.
Lara Spiteri Cornish, International Journal of Advertising, Vol. 33, No. 3, 2014, pp. 437-473
Research about the role of parents in children’s consumption of online advertisements is scarce. Parents are viewed as having a responsibility to deter children from invasive marketing, yet with the rise of non-traditional marketing it is unclear whether they have the knowledge and skills necessary to undertake this role.
Nicki Newman and Caroline J. Oates, International Journal of Advertising, Vol. 33, No. 3, 2014, pp. 579-598
Children spend the majority of their leisure time watching screens of various kinds (television, computer, mobile phone, tablet) through which they can potentially be exposed to many commercial messages.
Nora J. Rifon, Elizabeth Taylor Quilliam, Hye-Jin Paek, Lorraine J. Weatherspoon, Soo-Kyong Kim and Karen C. Smreker, International Journal of Advertising, Vol. 33, No. 3, 2014, pp. 475-508
Food marketing is under increased scrutiny for its implicated role in the childhood obesity epidemic.
Julia Spielvogel and Ralf Terlutter, International Journal of Advertising, Vol. 32, No. 3, 2013, pp. 343-368
This study investigates the role of physical appearance (body mass index (BMI), body shape perception, self-esteem) and variables related to eating habits (food choice, critical attitude towards food, parents’ attitude towards food) in the development of advertising literacy in children focusing on food advertising.
Wonsun Shin, Jisu Huh and Ronald J. Faber, International Journal of Advertising, Vol. 31, No. 4, 2012, pp. 719-740
Many critics have raised concerns about online advertising directed to children. This study investigated the role of several antecedent variables that may impact children’s attitudinal and behavioural responses to online advertising.
Mariea Grubbs Hoy, Courtney Carpenter Childers and Margaret Morrison, International Journal of Advertising, Vol. 31, No. 2, 2012, pp. 257-290
The FTC envisions the Children’s Advertising Review Unit (CARU) and the Children’s Food and Beverage Advertising Initiative playing lead roles in self-regulatory efforts to address advertising’s contribution to childhood obesity.
Vincent Cicchirillo and Jhih-Syuan Lin, Journal of Advertising Research, Vol. 51, No. 3, 2011, pp. 484-498
In response to the rising rate in childhood obesity and the increasing number of child-targeted interactive games employed by food marketers and health advocates, this study examined food-related advergaming content for for-profit and non-profit organizations' Web sites.