Summary
Contents
Subject index
What drives children as consumers? How do advertising campaigns and branding effect children and young people? How do children themselves understand and evaluate these influences? Whether fashion, toys, food, branding, money - from TV adverts and the supermarket aisle, to the internet and peer trends, there is a growing presence of marketing forces directed at and influencing children and young people. How should these forces be understood, and what means of research or dialogue is required to assess them? With critical insight, the contributors to this collection, take up the evaluation of the child as an active consumer, and offer a valuable rethinking of the discussions and literature on the subject. Features: • 14 original chapters from leading researchers in the field • Each chapter contains vignettes or case examples to reinforce learning • Contains consideration of future research directions in each of the topics that the chapters cover. This book will be relevant reading for postgraduates and advanced undergraduates with an interest in children as consumers, consumer behaviour and on marketing courses in general as well as for researchers working in this field.
Children and the Internet
Children and the Internet
Chapter Aims
- To look at the development of the internet as a medium for marketing communication.
- To focus on the relationship between consumption and media use from national and international studies.
- To consider tweens’ media consumption.
- To outline some of the concerns over children and use of the internet.
- To identify future research challenges around children's use of new media and the internet.
Vignette 1: Kids Online
Symantec tracked the search activity of 3.5 million users of their Onlinefamily. Norton service between February and July 2009 and identified the Top Ten most frequently searched terms. To be included a term had to be submitted at least 50 times by a registered user of their service, which allows parents to monitor their children's online ...
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