Parents’ Beliefs About, and Attitudes Towards, Marketing to Children

Caroline Oates, Nicki Newman and Athanasia Tziortzi

Chapter 7 in Advertising to Children, 2014, pp 115-136 from Palgrave Macmillan

Abstract: Abstract This chapter takes as a starting point the perspective of parents and their concerns about marketing to children. Using extant literature and contemporary cross-cultural data, parental attitudes towards marketing to children are examined. We focus on food as a central theme, as this is one of the most debated issues in marketing to children and one on which parents tend to have a definite opinion. The chapter is divided into four parts. First, we review parents’ beliefs about advertising to children across several countries and discuss differences in focus and concern according to country. Second, we examine how children are marketed to: the different media that are used; the extent to which parents are aware of these, especially newer forms; and the effects of marketing on purchase requests and behaviour. Third, we consider notions of responsibility and regulation, looking at parental knowledge and requirements. Fourth, we discuss the implications of the shift in marketing communications from traditional channels to newer and integrated forms of promotion. Throughout the chapter, we will draw upon existing studies and our own research findings.

Keywords: Unhealthy Food; Federal Trade Commission; Television Advertising; Product Placement; Sales Promotion (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations: View citations in EconPapers (1)

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-31325-6_7

Ordering information: This item can be ordered from
http://www.palgrave.com/9781137313256

DOI: 10.1057/9781137313256_7

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().