This paper is about marketing research with children, and the need to consider them as a special case when one is evaluating the efficacy of research methods.
The child does not only consume and exert influence over the purchases of adults, he is also a reflection of the surrounding society which tends to impose its norms upon him. We can then use the child as a starting point from which to set out the broad outlines of a socio- cultural context.
For a great many years the phenomenon of reading as a subdivision of a much larger process of communication has been fascinating us. Curiously enough, however, this phenomenon has received more attention from the parties concerned than from the academic world. Limiting the notion reading to the reading of dailies and magazines, while laying aside other printed media, this becomes even more obvious.
The present qualitative study of the poster medium was commissioned by British Posters Ltd. for three main reasons; 1) British Posters Ltd. had been featuring increasing numbers of products which were directly or indirectly aimed at children; 2) The Poster Audience Model did not include children so the company had no data relating to this market; 3) British Posters Ltd. were seeking expansion opportunities. The Children Research Unit has conducted numerous ad hoc studies of individual poster campaigns, but it has not been possible, until the advent of the present study, to make critical findings about the poster medium publicly available. The aims of the study were as follows: 1) To investigate the overall reactions of children to the poster medium; 2) To further understanding of poster advertising effectiveness by providing guidelines for future poster advertisers to the children market.
The purpose of this paper is to discuss the effects in the UK children's market of the economic recession and its resultant social changes. It will consider how changing patterns in adult behaviour are handed down to children and how they react to the present environment. Since 1974 OBM have been monitoring the effects on the UK consumer of inflation, recession and related social change. Part of the programme of research has included investigation into the effects of these recent changes on children as consumers and on their parents' attitudes to child purchases (whether made by the parent or by the child). 1975 was the year in which most of the research was conducted into children as consumers and the attitudes and opinions which showed up at that time have been re-considered in a new study conducted this year. We have looked at the results to see which of the earlier reactions have hardened into long-term policies and which applied only during the heart of the recession. This paper will compare and contrast the work carried out in 1975 with the latest research, to establish the underlying changes which have persisted and their likely relevance for future marketing considerations.
This paper in an effort to explore the "effects" of Television advertising on children concentrates its attention on the global notions relating to the macro effects of advertising per se rather than considering the issues involved in the measurement of a specific Television commercial or campaign.
This paper is intended to draw attention to the consequences of a declining birth rate, which is present in almost every industrialised country today. In drawing conclusions, one has to consider the difficulty of predicting the birth rate, i.e. the number of live births per 1000 population. This difficulty stems from a complete change in the behavioural pattern, which could be accounted for by a large number of factors. From the time that it came apparent that the birth rate was declining, the countries concerned made enormous efforts to analyse the most important causes in order to structure a population policy
The aim of this paper is to look into the possible relationship which exists between market research and product development on the one hand and the market success of newly launched products on the other. The author is going to present a case study taken from the ice cream market - Ice Lolly - covering the period from 1973 to 1978.
The survey which has prompted this paper is not a market research but a scientific study of the life of children aged 7 to 11 based not only on what the children themselves, but also on what their own parents can tell about it.
The paper shows a research-program for evaluating a television-series of 13 editions for children between 10 -14 years about the way of living in a development country.
The main objective of this paper is to highlight some of the common pitfalls associated with the execution of television advertising addressed wholly or in part to a child audience. For a variety of reasons much of the television advertising to this market seems to take little or no account of the way in which children develop and of the constraints and opportunities for effective communication which arise at different stages of development in a child's life. The paper therefore attempts to show what the classical theory of the development of learning implies for audio-visual communication to various segments within the broad age category of four to eleven years old. It is illustrated by evidence taken from specific creative development research projects undertaken on behalf of agency clients, over the past two years. Their fields of interest cover confectionery, soft drinks and toys.