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Children, Marketing to

The marketing of products to children is not a new phenomenon, and certainly, the historical record is rife with examples of popular product campaigns geared toward children. However, recent decades have seen an unprecedented expansion in marketing efforts aimed at children. Such efforts involve both direct and indirect forms of marketing to children. Direct marketing to children involves advertising and related marketing activities geared toward soliciting children’s awareness of and interest in specific products. Indirect forms of marketing to children involve similar efforts that appeal to parents and others responsible for purchasing products for children. The average child now views tens of thousands of television and print advertisements every year, and magazines, television shows, and websites aimed primarily at children provide a fertile medium for ...

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