Sage Publications - Advertising to Children: Concepts and Controversies

Explore the complex world of youth marketing with Advertising to Children: Concepts and Controversies from Sage Publications. With children representing a massive target audience involving over USD200 billion in direct purchases and significant influenced spending, understanding this market is essential for professionals and researchers alike. This book addresses the ongoing debates surrounding the effectiveness of marketing to young audiences and the potential impact on the children themselves. By examining current issues like smoking and alcohol consumption, the text provides a multi-perspective view that includes insights from marketers, parents, and policymakers. Designed to inform and stimulate academic and professional debate, this work features cutting-edge research and contributions from well-known authors. The chapters are organized into sections to help readers navigate the various viewpoints and research findings presented in this comprehensive study.