The Child's Understanding of Promotional CommunicationYoung, Brian
2000 International Journal of Advertising and Marketing to Children
doi: 10.1108/eb027651
Although there is an extensive literature on the child's understanding of the intent behind advertising, children's understanding of the promotional nature of advertising and marketing has been neglected. Promotional is defined as making positive claims about the product. Children aged from 4 to 9 years of age were presented with television commercials with different endings and asked which ending should be used when the ad is shown on TV. Results show that 45yearolds chose the fun option that shows the product in a bad light but by 56 years of age children are rejecting this option in favour of the promotional ending and by 78 years less than 10 chose the fun option. These findings should inform the debate about regulating advertising to children as such regulation is based on children being able to distinguish advertising from programming.
Building a Kid Contract with Chinese Kids Part IIO'Hanlon, Terry
2000 International Journal of Advertising and Marketing to Children
doi: 10.1108/eb027652
What does it take to build a Kid Contract for your brand in China Just as anywhere, it involves understanding the nature, needs and wants of this specific audience. In the first of this twopart piece, the author introduces some of the dynamics of Chinese kids today, the key external influences on them, their perception of self and their behaviour. In this second piece, the author will try to outline some of what he's found that can help in shaping an appropriate Kid Contract for a brand here, and communicating with this important target group. The author refers to a Kid Contract because in effect your brand must negotiate with the kid andor give the kid leverage so he can negotiate with his parents.
The Interactive Games Sector At the Heart of the Entertainment IndustryJobling, Simon
2000 International Journal of Advertising and Marketing to Children
doi: 10.1108/eb027653
Five years ago, if the general public had been presented with a picture of a spotty youth, locked in his bedroom, a lot of people might have said he is probably playing video games, and might have said it with a note of disdain in their voice. And they might have been right. Today, they still might give the same answer but they are more likely to be wrong. So, why might they be wrong Well, in the last five years, the interactive games industry has seen massive changes in terms of its size, its' consumers and the role of video games in consumers' lifestyle.
Kaboem A Virtual Community for KidsHirman, Brian
2000 International Journal of Advertising and Marketing to Children
doi: 10.1108/eb027654
At the end of 1999, Bookmark and KinderNet5 took the initiative to develop a childfriendly kids community on the Internet. The first version of the site went online at the end of March 2000 and is called Kaboem www.kaboem.nl. The initiators of Kaboem are convinced that the combination of Bookmark and KinderNet5 is an excellent starting point for a successful future for Kaboem. KinderNet5 has experience in the kids marketplace and is the market leader broadcast organisation directed at children. Bookmark is actively involved in the development and implementation of new marketing, virtual community marketing and ecommerce strategies together with clients like Philips, VNU and SENSState Lottery.
TroubleWebb, Jonathan
2000 International Journal of Advertising and Marketing to Children
doi: 10.1108/eb027655
In this article the author offers personal views on the concept of television branding and the youth market. How do teens relate to channels Are they brands or products Can a channel ever be more than the sum of its programmes What is the impact of new media on the way we communicate with teenagers All these questions are pivotal in determining both the what and the how of youth communication.