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The current rapid growth of TV platforms in terrestrial, sattelite, and cable formats will soon move into digital transmission, offering opportunities for greater commercialization through advertising on media that have not previously been exploited. In
Children represent a valuable target audience for advertisers, with over $200 billion in direct purchases and influenced spending. However, questions exist about both the effectiveness of marketing to children as well as the impact this advertising has on the children themselves. Current debates over smoking and alcohol consumption highlight this issue from all perspectives: marketers, parents, and policymakers. Advertising to Children presents cutting-edge research designed to stimulate and inform this debate. Well-known authors contribute their perspectives, with chapters organized in sections to address what children know and think about advertising, how advertising works with children, and what issues are at the forefront of societal and public-policy thinking. Editors M. Carole Macklin and Les Carlson have lead research in this field and lend their expertise. More than just a litany of hot topics, this book provides a wide-angle lens on the field, with insights from advertising, marketing, communication, and psychology.
China has the largest child population in the world. This book provides answers to various questions and draws conclusions about Chinese children as a market and its implications for advertisers and marketers, parents, policy makers and social groups.