It's Always Christmas in Media Town

Abstract

TV advertising is not what it used to be for Kids and Young Adults. There's a proliferation of programming and channel choice; more communication clutter and poorly targeted, lower quality TV commercials. Moreover the New Media is biting into the time that young people watch TV at home which of course includes the Ads. The Internet will become more important to this target market as penetration increases and broadband delivery becomes the affordable norm. But using Ad Banners to do the job alone will not suffice in today's Net Generation Culture. This article discusses the key issues confronting marketers who want to get mote ‘click’ from their ‘digital spends’.

Citation

(2001), "It's Always Christmas in Media Town", International Journal of Advertising and Marketing to Children, Vol. 2 No. 4, pp. 273-279. https://doi.org/10.1108/eb027659