New Insight on Marketing to Children

Given the controversial environment surrounding marketing to children, those in the industry must be doubly sure that they get their marketing approach right. A relaunched journal, Advertising & Marketing to Children, is designed to assist by aiming to help marketers reach under-18s through both responsible and successful campaigns.

Billions of dollars are spent worldwide on marketing to children, but it remains a highly contentious issue. Bans on advertising to children are already in place in some European countries and further restrictions are continually being discussed. Marketers clearly wish to behave ethically within established guidelines but must work in the face of pressure from lobby groups and special-interest organisations.

Published by The World Advertising Research Center (WARC), the publishers of Admap, Advertising & Marketing to Children aims to provide concise and readable articles from leading practitioners, agencies and researchers at the sharp end, who are willing to share their know-how and experience.

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.

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