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Article

This event report looks at a range of issues marketers need to consider when marketing to children.

Research Paper

Many commentators tell us that the qualitative research tools in most common use, while fit for many purposes, are ineffective in discovering the emotional reasons behind behaviour.

Research Paper

As the role of children in society becomes more prominent, their participation in research seems set to increase.

Research Paper

Unilever is growing its brands in emerging markets, including Asia, Africa, South America and Eastern Europe.

Article

This report brings together the quantitative and qualitative research Credos commissioned for contribution to the Bailey Review.

Article

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.

Article

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.

Research Paper

This paper asserts that children are playing increasingly prominent roles in society, and they are therefore likely to attract more research.

Research Paper

This presentation is based on a study led by Dr. Barbie Clarke, Family Kids and Youth, with the support of Andrew Harrison, CEO, The Carphone Warehouse, and Marc Goodchild, Head of Interactive and On-Demand, BBC Children's.

Research Paper

Children’s economic influence is increasing, stimulating a rich youth research market. However,mounting criticism of the “commercialisation of childhood” has resulted in a plethora of (often conflicting) codes and regulations.

Article

The article discusses the ethics governing research among children. It must comply with ethical standards as well as international law (including the United Nations Convention on the Rights of the Child).

Research Paper

In this response to a previous Viewpoint by Agnes Nairn, Barbie Clarke agrees that, as recent heavy criticism suggests, marketers looking to promote goods to children should consider their approach very carefully.

Research Paper

Many clients around the world are trying to understand what appeals to a young audience, raising many challenges.

Article

James Myers, planning director at Arc, describes ‘tweens’, children aged 8 to 11 who inhabit the half-world between kids and teenagers.

Research Paper

This paper seeks to answer a major question: what are the ethical considerations when marketing to children? With growing concern, and criticism, voiced in the international press in recent months about marketing, advertising, and carrying out research with children, it is important to look closely at the background, arguments, and issues that surround the many forms of marketing that involve children as its target.

Research Paper

This paper seeks to answer a major question: how effective is sponsorship? This paper argues the case for sponsorship and search for ways in which effectiveness can be evaluated.

Research Paper

This paper argues that there is an emerging counter-culture brought about by new technology, embraced by young people, and excluding those that are older but who need to communicate with them.

Research Paper

The paper considers the changing social structure of children's lives and the part that new media plays in this.