International Journal of Advertising and Marketing to Children: Volume 2 Issue 4

The Parental Perspective on Commercial Support for Schools

Mick Mernagh

MediaCom were asked to speak at the Marketing Through Schools 2000 Conference in November 2000. The paper that follows details the main discussion points that were introduced in…

Policy, Politics and Research

Lionel Stanbrook

Advertising cannot produce a behavioural effect but is nevertheless presumed to have long term effects on dietary behaviour, exploit gullible children and have a persuasive…

Advertising Restrictions: Protection of the Young and Vulnerable?

Lynne Eagle, Anne de Bruin

This paper is intended to inform debate regarding proposed restrictions on advertising to children, particularly in New Zealand. It reviews the literature and arguments for and…

It's Always Christmas in Media Town

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…

A Board Decision?

Carolyn Reed

The sales of traditional board games are in decline thanks to the popularity of computer and console games and an overall change in the way we live. The time that most families…

Trend Forecasting — Kids Marketing

Sean Pillot de Chenecey

Up to the moment consumer intelligence on kids and young people seems to be an increasing obsession these days for brand owners and advertising agencies. They're seemingly…