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1 – 10 of over 3000Charlie Mansfield and Hugues Seraphin
The issues surrounding the scholarship on children-inclusive events management are explored in depth to provide a context for this chapter. Focus then turns to the city of…
Abstract
The issues surrounding the scholarship on children-inclusive events management are explored in depth to provide a context for this chapter. Focus then turns to the city of Winchester in the United Kingdom as a case study for potential events aimed at this age group. Through a synthesis of the findings from a thorough new research study along with emerging theories in narrative and storytelling as experience co-creation, a proposed design for a new event is put forward. It is hoped that this approach in the academic literature will encourage other researchers to include innovative proposals in their synthesis and conclusions. Finally, additional considerations of integrating city branding with a wider regional branding are explored through ethnobotany. Lessons are drawn from an example of brand management based on a city event for children in Scotland.
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By the end of this chapter on minors, internet-enabled devices and online shopping behaviour, readers will be able to
- Identify fundamental benefits and harm engendered when minors…
Abstract
Learning Outcomes
By the end of this chapter on minors, internet-enabled devices and online shopping behaviour, readers will be able to
Identify fundamental benefits and harm engendered when minors have unlimited access to internet-enabled devices
Locate the main catalysts of benefit and harm to minors due to internet usage
Show how a priori studies have created a rich and balanced narrative in the field of benefits and harm of the internet to minors
Argue how the benefits outweigh the harm (or vice versa) impacting on minors in unlimited use of the internet
Develop strategies to enhance the benefits and limit the harm caused by unlimited access to the internet
Identify fundamental benefits and harm engendered when minors have unlimited access to internet-enabled devices
Locate the main catalysts of benefit and harm to minors due to internet usage
Show how a priori studies have created a rich and balanced narrative in the field of benefits and harm of the internet to minors
Argue how the benefits outweigh the harm (or vice versa) impacting on minors in unlimited use of the internet
Develop strategies to enhance the benefits and limit the harm caused by unlimited access to the internet
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This chapter explores some of the key operational steps and marketing activity required to organise a children's sports events based on the experience of event management company…
Abstract
This chapter explores some of the key operational steps and marketing activity required to organise a children's sports events based on the experience of event management company ReesLeisure. The chapter highlights the importance of conducting research pre-event, creating robust event aims, developing a target market, marketing the event correctly, working with competent suppliers, hiring the correct number of staff and having the vital paperwork and policies in place. It explores some of the barriers and challenges that organisers face and have to work through when organising events for children.
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By stepping outside of the consumer socialization model (Ward, 1974) which for many years has resembled a ‘body of verified truths’ when it comes to understanding the complex…
Abstract
Purpose
By stepping outside of the consumer socialization model (Ward, 1974) which for many years has resembled a ‘body of verified truths’ when it comes to understanding the complex intimacy between young consumers’ identities and the marketplace, this research aims to offer a theoretical and empirical reconsideration of the tangible light and shade, indeterminacy and yet ambition in which these young adolescents’ consumption practices and social contexts are inextricably intertwined.
Methodology
Five different data collection methods were employed; namely personal diaries, in-depth interviews (which were conducted at two separate intervals), accompanied shopping trips, e-collages and researcher diaries. Each method was chosen so as to fulfil a specific purpose and reflect a specific angle of repose on the lived experience and consumption practices of a liminar – those at the heart of marketing’s newest strategic boundary.
Findings
This chapter describes some of the constituent elements of metaconsumption; the proposed theorization of the liminars’ consumption practices and a suggested diversion from ‘the effects’ perspective on young consumers’ socialization.
Research implications
This chapter adds to those which problematize the tendency to view young consumers’ interactions with consumption as measurable by having to pass through pre-defined stages if they are to become recognized as complete consumers. Instead this research aligns with the perspective that young consumers, like adults, must mediate the shifting milieus of their social lives through engagement with a myriad consumption practices.
Originality/value
This perspective responds to an acknowledged empirical dearth (e.g. Martens, Southerton, & Scott, 2004). However, secondly in line with Arnould & Thompson’s (2005) original motivation that CCT encapsulate those who see our discipline as ripe with the potential for new theory generation and widespread applicability, this research aligns micro understandings and theorizations of children’s social worlds and consumer culture practices with existing meso- and macro-levels of consumption theory.
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The main purpose of this chapter is to highlight the latest research on the implicit influence of online game advertising on children and to discuss some possible solutions to…
Abstract
Purpose
The main purpose of this chapter is to highlight the latest research on the implicit influence of online game advertising on children and to discuss some possible solutions to help them cope with this implicit influence.
Methodology/approach
This chapter reviews key theories and relevant empirical evidence in the literature on advertising to children in order to highlight the implicit influence of online game advertising on children.
Findings
Children can be influenced by online game advertising outside their awareness.
Social implications
The chapter challenges the effectiveness of current advertising literacy education.
Originality/value
This chapter highlights the implicit influence of online game advertising on children. It also proposes alternative approaches to current advertising literacy education to help children cope with the implicit influence.
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Karine Charry and Tina Tessitore
This chapter takes a deeper look into understanding an increasingly popular advertising tool – product placement (PP) – by defining it, examining its usage and measuring its…
Abstract
Purpose
This chapter takes a deeper look into understanding an increasingly popular advertising tool – product placement (PP) – by defining it, examining its usage and measuring its consequences, both from a marketing and a consumer welfare perspective. It also tries to reconcile these contradictory perspectives to achieve a common ground and a positive outcome for all stakeholders.
Methodology/approach
A literature review of current research findings, from both a marketing and public policy perspective, is used to arrive at a more balanced viewpoint of PP.
Practical implications
Public policy makers are advised to improve the consistency of current regulations in terms of PP disclosure in the media, regardless of where a programme is produced or broadcast, to help create savvier consumers. Marketers are advised not to fight against PP regulations, but rather to develop their creativity in order to avoid consumers rejecting the disclosed placement.
Social implications
We address consumers’ ability to raise a protective shield when they encounter a PP situation. We explain how certain disclosures regarding the commercial intent of PP may be more effective than others, thereby empowering consumers to manage their behaviour and make informed decisions. We then describe how PP can be used to educate consumers about pro-social issues in an entertaining, non-patronising way.
Originality/value
This chapter proposes to go beyond the usual divide between advertisers and policy makers to arrive at a balanced view, considering the positive role that PP may play in education, while mitigating its potential negative impacts through effective consumer training.
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This paper introduces the development of a new type of sales promotion strategy to create more value for goods and to avoid price discounting. I use a psychological approach…
Abstract
This paper introduces the development of a new type of sales promotion strategy to create more value for goods and to avoid price discounting. I use a psychological approach designed by creating consumer insight hypotheses based on in-depth interviews, which are then verified by web-motivation research and text-mining. This innovative sales promotion approach is a very hot topic as a new type of promotion development among large companies in Japan and is useful in avoiding price-discounting sales. This paper explains the concrete process used in this type of promotion and reveals the successful case of a large spice company in Japan. The process uses price sensitivity measurement (PSM) as a pricing technique. In the experiment, conducted in nine retail stores, the most successful sales promotion condition saw an increase of 900% in monetary sales without price discounting during the two weeks of the experiment, and 500% in the two weeks after that.