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.

A Comparison of Children's and Prime-Time Fine-Print Advertising Disclosure Practices

A comparison of children's and prime-time fine-print advertising disclosure practices
Darrel D.MuehlingRichard H.Kolbe

The children's advertising literature has clearly demonstrated over the years that children process and react to television advertising differently than adults. For example, children ...

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