Table of contents
Mobile marketing to millennials
Mitch McCaslandDiscusses the relevance of mobile phone technology in marketing to young consumers aged between 18 and 22; these are the millennials who are heavy mobile phone users and often the…
The stay at home generation
Julian RolfeReports on the recent study “The Stay at Home Generation” from Vegas, the youth market research division of Synovate; it is based on in‐depth interviews with young adults in the…
Branding in an entertainment culture
Sean Pillot de CheneceyExplores some developing UK social trends and how they are being embraced by successful modern brands. Shows how technology is allowing people to realise their own creative…
Maintaining brand relevance with kids
Ted MininniShows how familiar children are with brands from an early age: 50 per cent of American five year olds are asking for brands by name. Explains what children want from brands: that…
Brand expectations of US youth
Robert PassikoffIntroduces the Brand Keys Customer Loyalty Index, which assesses customers’ needs, values and brand perceptions in 35 industries, covering 222 brands; this information is related…
Story selling: how LEGO told a story and sold a toy
Jeppe Fonnesbaek, Morten Melbye AndersenIntroduces LEGO’s Bionicle toy: it was aimed at boys aged 7‐12 and was developed as part of a new ongoing epic story, with the emphasis on this “movie” aspect rather than on the…
Passionbrands: getting to the heart of branding
Helen Edwards, Derek DayIntroduces the passionbrand concept: it is a brand that arouses passionate advocacy in both consumers and employees. Focuses on the case of Camper shoes, a family business based…
The top ten toys in Europe
DuracellReports the Duracell survey of favourite toy purchases in nine European countries, and how it is conducted. Lists and comments on the top 10 toys Europe‐wide: Tecnitoys’ SCX Monza…
Advertising to children in South Africa
Shahida CassimEmphasises the youth of South Africa’s population of almost 45 million: 43 per cent are under 20 years old, but 60 per cent of children live below the poverty line and are…
Joined‐up texting: mobile phones and young people
Helen HasteLooks at the part that mobile phones play in young people’s lives. Emphasises that mobile phones are not just landline substitutes but are personal extensions, identity statements…
Adolescents’ influence on family decision‐making
Hiral Chavda, Martin Haley, Chris DunnReports research on the degree to which UK adolescents feel they have an impact on decision making within their families, and the extent to which adolescents and parents agree or…
Advertising to children in Switzerland
Peter Hofer, Jeannette BieriDescribes the legal environment of advertising regulation in Switzerland as it affects children; there is a patchwork of federal and self‐regulatory codes, but although the…
ISSN:
1747-3616Online date, start – end:
2002Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Hiram Ting