International Journal of Advertising and Marketing to Children: Volume 2 Issue 3
Table of contents
Some Insights into the Mentality of Nintendo Kids and Generation Search
Carl RohdeThis paper looks at the phenomenon of Nintendo Kids and presents findings from academic studies, Europe‐wide research projects and academic market and trend researchers. Mental…
Kid Marketing On‐line: How to Overcome EU Regulations
Philippe CoenEuropean law on data protection and marketing to children on‐line is one of the most challenging aspects of on‐line marketing and commerce. This paper covers EU regulations and…
International Differences Among Kids and Age Compression
Raymond HastingsThis paper aims to summarise a series of observations from many different research projects and propose two frameworks of understanding for those who are marketing to children;…
The Child's Understanding of Promotional Communication
Brian YoungAlthough 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…
Building a ‘Kid Contract’ with Chinese Kids: Part II
Terry O'HanlonWhat 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…
The Interactive Games Sector — At the Heart of the Entertainment Industry?
Simon JoblingFive 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…
Kaboem: A Virtual Community for Kids
Brian HirmanAt the end of 1999, Bookmark and KinderNet5 took the initiative to develop a child‐friendly ‘kids community’ on the Internet. The first version of the site went online at the end…
Trouble
Jonathan WebbIn 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…