International Journal of Advertising and Marketing to Children: Volume 1 Issue 1
Table of contents
Advertising Food to Children — Dispelling the Myths
Nicky BussThis paper explores some misconceptions about children's advertising, in the context of food brands. It concludes that children are in essence ‘mini‐adults’, both in their…
Small but Perfectly Formed — The Parent Child Dilemma
Kleshna HandelThe objectives of this paper are to provide marketers with a wider perspective on how children and parents judge and evaluate purchasing decisions of consumer goods. It is often…
Case Study — Corporate Opportunities with the 24® Game
Colin DexterThe 24® Game has successfully linked business, education, and the media in progranunes throughout the world. The following article outlines the historical partnerships which have…
You Can't Market Hot Beverages to Children
Emma Wilcox, Nickl KaretThis paper was first presented at the Marketing Week conference, ‘Marketing Hot Beverages’ on 22nd June 1998 and has been adapted for publication from the script. Its aim is to…
The Relevance of the Social/Family Context and the Impact it has on Children Today in the UK
Roger WattsThis paper will establish the fundamental marketing and communication touchstones that must be acknowledged, considered and understood before developing and implementing any child…
Case Study — GMTV Competing for Children
Clive CrouchThis year London hosted the Third World Summit on Children's Television. Although unusual to dedicate an event to one group of viewers none are more deserving of this attention…
McVitie's Penguin — How Role Reversal led to a Reversal of Fortune
Michael EllyattThis paper is the story of how new advertising can make a big difference to a brand's fortune. Targeted primarily at mothers it acknowledges the role of children in the…
Children's Market — Developing Effective Quantitative Research Methods with Youth On Line
Peter DannheisserThe children's market is notoriously difficult to undertake research about. Telephoning is clearly not practical and questioning children on the street or even in their homes is…
Child Safety — By Accident or Design?
Andrea WoolleyThe millennium is almost upon us but depressingly we already know what the major child health problem will be at the start of the new century — accidents. For the whole of this…
Stress in Children — Focus on Eight to Eleven Year Olds
Carole Ann RailtonStress has become the industrial disease of the 90s. Wellbeing is the in word used to market products or services when applied to reducing stress and its effect on our general…
What Are Today's Children Eating?
Maureen StrongAs a leading supplier of food management services to schools, Gardner Merchant has conducted extensive national market research into the eating patterns of schoolchildren. The…