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Case studies

Using sponsorship to communicate to teenagers

This paper examines an attempt to measure the relative impact of a number of sponsorship mediums for promoting a health message, Be Your Best, to Australian teenagers. In essence, the message was used in an attempt to convey to teenagers that if they...

Catalogue: New Monograph Series Vol.9: Researching Youth
Author: Patrick Shanahan
August 1, 2000
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Citation

Shanahan, P. (2000a, August 01). Using sponsorship to communicate to teenagers . ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/using-sponsorship-to-communicate-to-teenagers-


Research papers

Learning brands

Children, as children ,are significant spenders and consumers ; as prospective adults, they are the market of the future. As young consumers they are also students of the market, learning to recognize brands and associate them with products and...

Catalogue: New Monograph Series Vol.9: Researching Youth
Authors: Robert G. Wyckham, Colleen Collins Dodd
August 1, 2000
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Citation

Wyckham and Dodd (2000a, August 01). Learning brands . ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/learning-brands-


Research papers

Mothers and children

The extent and importance of children's opinion leading power is a phenomenon which concerns advertisers confronted with an advertising message for products consumed by children. Indeed, in this case one not only has to attract the children but also...

Catalogue: New Monograph Series Vol.9: Researching Youth
Authors: Frederique Micouleau, Patrick Ballarin
August 1, 2000
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Citation

Micouleau and Ballarin (2000a, August 01). Mothers and children . ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/mothers-and-children-


Research papers

Measuring a difficult group

In any measurement system, there may be some groups that are more difficult to measure, or are perceived as more difficult to measure than others. In August of 1992, Nielsen started a program to address concerns about the accuracy of measurement of...

Catalogue: New Monograph Series Vol.9: Researching Youth
Author: Rachel Mueller Lust
August 1, 2000
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Citation

Lust, R. M. (2000a, August 01). Measuring a difficult group . ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/measuring-a-difficult-group-


Research papers

Children and marketing

One result of the conference was the formulation of a research program containing some specified goals. We shall return to this, but first of all we would like to introduce a number of considerations voiced at the conference. Now, the participants...

Catalogue: New Monograph Series Vol.9: Researching Youth
Authors: Paul Kruger Andersen, Kurt Pedersen
August 1, 1980
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Citation

Andersen and Pedersen (1980a, August 01). Children and marketing. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/children-and-marketing-2044