International Journal of Advertising and Marketing to Children: Volume 1 Issue 4
Table of contents
E‐Pester Power Vs. Digital Parent‐Child Negotiation
Dean WelterThe Swedes don't like it, nor do the Greeks, the Germans don't understand it, the French think it's ‘d'accord’ and the British just accept it as an ever increasing part of modern…
Getting Older Younger: Developmental Differences in Children and the Challenge of Developmental Compression
Michael Cohen, Edward CahillSuccessful marketing to children not only requires an understanding of how kids are different from each other, but also how those differences are changing. This paper examines the…
Developing Customer Relationships From an Early Age
James FairlieUntil relatively recently, marketers did not take the youth market very seriously, unless they were selling products of immediate interest to young people — such as toys, sweets…
Addressing the Gender Issue
Paul Fox, Matt WoodleyThe authors looks at the problem of missing audiences in the games market, in this case young females. He shows that when it comes to operating in an industry where the purchase…
Digital Kids — Navigating and Making Sense of a World of Choice
Shari Donnenfeld, Andy GoodhandThe following paper highlights the findings from Nickelodeon UK's digital study designed to better understand the changed viewing dynamics in digital homes and how that will…
Targeting the Eurokid
Andrew DobbieThe interests and reactions of children around the world are much more homogeneous than those of adults, because cultural differentiation progresses with age. The highly…
Forming Effective Partnerships with Tomorrow's Decision Makers
Andrea Carver, David NeedhamIn a knowledge‐based society the onus is placed upon teachers to provide their students with high‐quality experiences that will enable them to work autonomously in the rapidly…
Trend Walk™: On the Road for Winning Ideas in Children's Marketing
Paul KurnitThis paper looks at how our normal course of business leads us through a number of disciplines to become smarter about our products, our competitors, the markets in which we…
The Promotions Industry and the Relationship with the Licensing Industry
Rob StevensonThis paper looks at how over the past 14 years we have seen the licensing business grow from a small almost cottage industry into the multi million dollar marketing operation…
Marketing to Kids in the 21st Century — Policy and Legislation Affecting Advertising to Children
Lionel StanbrookThis paper is based on a speech given to the ‘Kid Culture Conference '99’ in London in November 1999.
The Cellular Family at the Millennium
Sean Pillot de CheneceyThis paper is adapted from a speech given at the SMI Conference this year. Informer is a youth specialist marketing consultancy and research agency. Committed to a continuous…