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Issues Arising From Brand Awareness in Children - Research Paper Example

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This study explores children's awareness of cigarette brand sponsorship of sporting events in the UK. Individual interviews were conducted with 726 children aged between 6 and 17 in Glasgow, UK. The findings indicate that the majority of children have some understanding of the meaning of ‘sponsorship’…
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Issues Arising From Brand Awareness in Children
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Download file to see previous pages Market targeting sometimes generates public controversy especially when targeting children. The public is concerned when marketers take unfair advantage of vulnerable groups (such as children) or promote potentially harmful products. The Cereal industry has been heavily criticized for marketing efforts directed towards children. Critics worry that high-powered appeals presented through the mouths of lovable animated characters will overwhelm children’s defences and lead them to eat too much-sugared cereal or poorly balanced breakfast. Toy Marketers have been similarly criticized. Mcdonald’s and other chains have drawn criticism for far pitching their high fat, salt-laden fat to low-income inner-city residents. Internal documents from Reynolds and Brown and Williamson Tobacco Corporation have revealed the extent to which these companies target black youth’s age 16 to 25, particularly with their menthol brands. Not all attempts to target children, minorities, or other special segments draw criticisms. Colgate Palmolive’s Colgate junior Toothpaste has special features designed to get children to brush longer and more often. Golden Ribbon Playthings has developed a highly acclaimed and very successful black character doll named “Huggy Bean” to connect minority consumers with their African heritage. Other Companies are responding to the special needs of minority segments and children. Thus the issue is not who is targeted but rather for how and what. Issues over truth and honesty. In the 1940s and 1950s, tobacco used to be advertised as promoting health. ...Download file to see next pagesRead More
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