Advertising to Children on TV

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Concern is growing about the effectiveness of television advertising regulation in the light of technological developments in the media. The current rapid growt

Children as Consumers

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The children's and teenagers' market has become increasingly significant as young people have become more affluent and have an ever growing disposable income. C

Proceedings of the 1997 World Marketing Congress

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This volume includes the full proceedings from the 1997 World Marketing Congress held in Kuala Lumpur, Malaysia. The focus of the conference and the enclosed pa

Marketing Challenges in a Turbulent Business Environment

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Edited in collaboration with the Academy of Marketing Science, this book contains the full proceedings of the 2014 Academy of Marketing Science World Marketing

Children and Advertising

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In all circumstances, television advertisements affect children of different age and gender groups in terms of consumption. Advertisers consider children as the