Advertising & Marketing to Children Re-launched

Billions of dollars are spent worldwide on marketing to children, but this type of promotion is seen as a highly contentious and controversial one. Many European countries ban it, while others are considering imposing further restrictions.

Given this controversial environment, the World Advertising Research Center (WARC) has recently re-launched a specialist journal aimed at kid marketeers. Entitled 'Advertising & Marketing to Children', the title is designed to help marketers reach under-18s effectively. It should also ensure that any informed activity is both successful and responsible. Given the need to behave ethically and within established guidelines, the latter is indeed a great necessity.

WARC's journal promises to offer subscribers concise and readable articles from well-known industry practitioners, agencies and researchers. Many of these contributors have written up real-life case studies in order to share their know-how and experience. Some recent articles have included:

• Preventing ethical problems when marketing to minors.
  
• How word of mouth is more important than the nag factor (pester power).
  
• How can text-message marketing be used effectively?
  
• How do brands benefit from characters such as Harry Potter?
  
• What are kids reading and listening to?
  
• Public policy issues in children's advertising.

More information about the journal can be found at www.warc.com

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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