International Journal of Advertising and Marketing to Children: Volume 2 Issue 2
Table of contents
Webkids
Jantien BeltIn the Netherlands school is the second most important place, after television, for passing on addresses of children's websites. Websites should include not only an educational…
Editing Content for Children on the Net
Alice MorrisonThe author shows the importance of defining exactly what a child is and poses a number of questions including ‘Who are they?’ in relation to Internet audiences.
Premium for Kids
Julian HostingHow do you motivate children to buy your product? How do you reward them and develop brand loyalty without compromising your brand values? How does all this fit within your…
Building a ‘Kid Contract’ with Chinese Children: Truths and Trends
Terry O'HanlonThe author's observations in this article fall broadly into two sections: Chinese kids truths — a review of the current factors most influential in shaping Chinese kids' view of…
Licences — A Thought!
Rob StevensonIt has often surprised and intrigued this author during his career why certain children's licences seem to work better than others but to a casual observer they all seem the same…
Using Values‐Based Research to Build a Unified Brand in a Diverse Marketplace
Elizabeth KehlerThis author looks at unlocking the underpinning emotional drivers of choice among youth, developing a unified brand positioning targeted to diverse priorities and building brand…
The Regulation of Children's Advertising in the US
Catharine M. Curran, Jef I. RichardsOver the past 30 years the United States has grappled with the regulation of children's advertising in various media. The same debate that occurred in the 1970's in the US over…