Table of contents
Playtime all the time: CBeebies, a case study
Lyn Eryl‐JonesLooks at how the pan‐media preschool CBeebies brand was conceived, created, launched and evaluated by the BBC in 2002; it comprises a dedicated preschool television channel…
“Experience” marketing in action: the Fox Kids Cup
Allan StenhouseIntroduces the Fox Kids Cup, which brings children of both sexes together in a global football tournament; it is a Fox Kids brand which involves partnerships with other brands…
Taking kids seriously as influencers and consumers
Jonathan Attwood, Emily EltonExplains how SwapitShop works with brands to help them understand children and teenagers through promotions, loyalty programmes, digital interaction, direct mail, research and…
Generation XO ‐ from “slacker” to vigilant family gatekeeeper
Ron Coughlin, Tom WongDiscusses how the teenagers of Generation X have now grown into responsible tax‐paying home‐owners, in contrast to their “whatever” attitude to life when they were adolescents…
How to tap into the teen text market
Todd TryanExplains the importance of texting in order to market to youth using the highly popular SMS channel. Outlines the guidelines that Flytxt has produced for clients designing a…
Interactive TV: controlling the remote
Caroline BondExplores the world of infant research, focusing on a recent study of the behaviour and attitudes of preschool children to interactive digital television. Outlines the basis for…
Materialism among Chinese children in Hong Kong
Kara ChanDiscusses the factors that determine a child’s sense of materialism, and how this can be measured, based on face‐to‐face interviews with 246 children to measure their responses to…
Kid law: advertising to children in Canada
Wendy S. Reed, Catherine Bate, Douglas SimsovicOutlines the patchwork of federal law and self‐regulatory codes and guidelines which makes up the legislative system relating to advertising to Canadian children. Lists the former…
ISSN:
1747-3616Online date, start – end:
2002Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Hiram Ting