It 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 a few well‐ chosen examples which are popular to children he attempts to get under their skin and comprehend what makes them successful.
Stevenson, R. (2000), "Licences — A Thought!", International Journal of Advertising and Marketing to Children, Vol. 2 No. 2, pp. 129-134. https://doi.org/10.1108/eb027645
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