Advertising to Children
Regular price
€105.99
Advertising & Promotion
Category=JBCT
Category=JBFV
Category=JBSP1
eq_bestseller
eq_isMigrated=1
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eq_nobargain
eq_non-fiction
eq_society-politics
New Media & Communication Technology
Product details
- ISBN 9780761912859
- Weight: 480g
- Dimensions: 152 x 228mm
- Publication Date: 26 Aug 1999
- Publisher: SAGE Publications Inc
- Publication City/Country: US
- Product Form: Paperback
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Children represent a valuable target audience for advertisers, with over $200 billion in direct purchases and influenced spending. However, questions exist about both the effectiveness of marketing to children as well as the impact this advertising has on the children themselves. Current debates over smoking and alcohol consumption highlight this issue from all perspectives: marketers, parents, and policymakers. Advertising to Children presents cutting-edge research designed to stimulate and inform this debate. Well-known authors contribute their perspectives, with chapters organized in sections to address what children know and think about advertising, how advertising works with children, and what issues are at the forefront of societal and public-policy thinking. Editors M. Carole Macklin and Les Carlson have lead research in this field and lend their expertise. More than just a litany of hot topics, this book provides a wide-angle lens on the field, with insights from advertising, marketing, communication, and psychology.
