• Summary
  • Contents
  • Subject index

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.

Mothers' Preferences for Regulating Children's Television
Mothers' preferences for regulating children's television
Ann D.WalshRussell N.LaczniakLesCarlson

Though it diminished somewhat during the deregulatory climate of the 1980s, a debate about television programming and advertising directed at children is mounting once again (Armstrong and Brucks 1988; Huston, Watkins, and Kunkel ...

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