• Summary
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Children' advertising is a subject that raises many pertinent issues of morality. Marketers want to know if their huge investment in the children's market is well spent; parents and educators are anxious to learn how effective this type of advertising is, and what sort of impact it has on the children themselves. This volume presents cutting-edge research designed to stimulate and inform this debate. Topical issues such as smoking and alcohol consumption highlight this issue from all perspectives.

Evaluating the Impact of Affiliation Change on Children's TV Viewership and Perceptions of Network Branding
Evaluating the impact of affiliation change on children's TV viewership and perceptions of network branding
RobertAbelmanDavidAtkin

Today, children aged four to 12 influence more than $165 billion in spending in the United States (McGee 1997) and six- to 12-year-olds directly purchase $9 ...

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