International Journal of Advertising and Marketing to Children: Volume 1 Issue 2
Table of contents
Building a Responsible Partnership with Schools JazzyBooks: A Case Study
Chris ColemanThis article looks at the existing forms of in‐school marketing and the results of the launch of the JazzyBooks programme of sponsored school media.
The Web — More Than Just A Playpen?
Belinda Mitchell‐lnnesThis paper explores the nature of the children's online audience and the ways in which organisations are beginning to communicate with children. It concludes that whilst there are…
Communicating with Kids and Getting Them to Talk to You
Jon CousinsChildren see the internet as ‘their’ medium: email is ‘their’ communications channel. As more and more children get their own email address, it becomes an attractive (and…
Children and Advertising — The Research
Jeffrey GoldsteinPsychological research is frequently cited in discussions about children and advertising. This paper reviews some of the issues and some of the research that has a bearing on…
Never too Late to Throw in that Safety Net for Young Explorers
Ray HurstThe Internet has been a battleground for all kinds of contentious issues from censorship to personal privacy but nothing seems to have raised more hackles than the issue of…
Looking to the Future — UK and European Legislation on Advertising to Children
Brinsley DresdenThis paper (originally presented at the Marketing Week conference ‘Advertising and Marketing to Children '99’) examines existing and prospective legislation as it relates to…
Introducing the Millennium Kid
Martin PhelpsThis paper hypothesises that the nature of children early in the next millennium will be formed by the dynamics of a much changed environment on their inherent nature. The stress…
Marketing to Children and Parents Through Schools — Can Adverts Add Value to Education in Schools?
Frances HarrisonThis paper presents the views of the National Consumer Council in regard to the use of advertising and marketing in schools in order to reach both children and parents. The paper…
The Trouble Web Site
Andrew GrumbridgeThe author explains in this paper (originally presented at a conference) the rationale behind developing a web site for one of Flextech Television's products.
The Use of Focus Groups in Toy Testing
Marianne SzymanskiFocus 1: Putting Toys to the Test Good research methods can help make the most out of marketing efforts. Testing is a positive step in marketing the best product you can offer a…