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Kids and Branding in a Digital World, Gunter 9781784992453 Fast Free Shipping.+
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eBay-objectnummer:392725272428
Specificaties
- Objectstaat
- PublishedOn
- 2015-11-01
- ISBN
- 9781784992453
- EAN
- 9781784992453
- Publication Year
- 2015
- Type
- Textbook
- Format
- Trade Paperback
- Language
- English
- Publication Name
- Kids and Branding in a Digital World
- Item Height
- 0.7in
- Item Length
- 6.1in
- Publisher
- Manchester University Press
- Item Width
- 9.2in
- Item Weight
- 12.3 Oz
- Number of Pages
- 208 Pages
Over dit product
Product Information
As consumer markets have developed and become more crowded and competitive, so brands have become more important in enabling consumers to make informed choices. This book shows how children become engaged with brands and understand what they mean, and how their relationship with brands changes over time as they mature as consumers. It sets this development against the changes that have occurred in styles of brand promotion in the digital world where more subtle ways of reaching consumers have been developed by brand marketers. Children become aware of brands from an early age. Even before they start school, they can recognise brand names and ask for brands by name. The meaning of brands to children can vary dramatically with age. As with other aspects of consumer socialisation, children's initial orientation towards brands occurs at a superficial level because their level of cognitive development does not allow them to understand deeper-seated symbolic meanings of brands. Children's understanding of brands and the relationships they have with them may also be influenced by the new promotional techniques developed by marketers. Children's recognition of advertisements depends upon being able to identify specific features which signal a persuasive message. In the online world of social media and computer games, the presence of brands may not be recognized as 'advertising' and so the usual learned defenses against persuasion are not triggered. This could place young consumers at a disadvantage. This phenomenon has raised important questions for parents, educators and marketing regulators and these are addressed in this book through reference to the latest research and writings from around the world.
Product Identifiers
Publisher
Manchester University Press
ISBN-10
1784992453
ISBN-13
9781784992453
eBay Product ID (ePID)
217105649
Product Key Features
Publication Name
Kids and Branding in a Digital World
Format
Trade Paperback
Language
English
Publication Year
2015
Type
Textbook
Number of Pages
208 Pages
Dimensions
Item Length
6.1in
Item Height
0.7in
Item Width
9.2in
Item Weight
12.3 Oz
Additional Product Features
Lc Classification Number
Hd69.B7
Reviews
'The digital world has facilitated children's brand awareness (for better or worse) and armed brand promoters with increasingly subtle ways of reaching children. Consequently, Gunter's discussion is about early childhood development as well as business...Gunter's provocative text provides a well-researched, clearly presented introduction to the emergence and development of children's brand consciousness and various related issues in clear and explicit language. It is a must read for anybody interested in the confluence of human development and technology.'S. A. Schulman, CUNY Baruch College, Choice July 2016, "The digital world has facilitated children's brand awareness (for better or worse) and armed brand promoters with increasingly subtle ways of reaching children. Consequently, Gunter's discussion is about early childhood development as well as businessELGunter's provocative text provides a well-researched, clearly presented introduction to the emergence and development of children's brand consciousness and various related issues in clear and explicit language. It is a must read for anybody interested in the confluence of human development and technology." - S. A. Schulman, CUNY Baruch College, Choice July 2016, "The digital world has facilitated children's brand awareness (for better or worse) and armed brand promoters with increasingly subtle ways of reaching children. Consequently, Gunter's discussion is about early childhood development as well as business...Gunter's provocative text provides a well-researched, clearly presented introduction to the emergence and development of children's brand consciousness and various related issues in clear and explicit language. It is a must read for anybody interested in the confluence of human development and technology." - S. A. Schulman, CUNY Baruch College, Choice July 2016, 'The digital world has facilitated children's brand awareness (for better or worse) and armed brand promoters with increasingly subtle ways of reaching children. Consequently, Gunter's discussion is about early childhood development as well as business...Gunter's provocative text provides a well-researched, clearly presented introduction to the emergence and development of children's brand consciousness and various related issues in clear and explicit language. It is a must read for anybody interested in the confluence of human development and technology.' S. A. Schulman, CUNY Baruch College, Choice July 2016, "The digital world has facilitated children's brand awareness (for better or worse) and armed brand promoters with increasingly subtle ways of reaching children. Consequently, Gunter's discussion is about early childhood development as well as business'e¦Gunter's provocative text provides a well-researched, clearly presented introduction to the emergence and development of children's brand consciousness and various related issues in clear and explicit language. It is a must read for anybody interested in the confluence of human development and technology." - S. A. Schulman, CUNY Baruch College, Choice July 2016, The digital world has facilitated children's brand awareness (for better or worse) and armed brand promoters with increasingly subtle ways of reaching children. Consequently, Gunter's discussion is about early childhood development as well as business...Gunter's provocative text provides a well-researched, clearly presented introduction to the emergence and development of children's brand consciousness and various related issues in clear and explicit language. It is a must read for anybody interested in the confluence of human development and technology.' S. A. Schulman, CUNY Baruch College, Choice July 2016
Table of Content
1. What is a brand? 2. Kids and branding 3. Emergence of brand consciousness 4. Children and digital branding 5. Branding potential of online social media 6. Brands and advergames 7. Brands and adverWorlds 8. Regulation and control of branding to children Bibliography Index
Copyright Date
2015
Topic
Marketing / General, Consumer Guides, Media Studies, E-Commerce / Internet Marketing, General
Lccn
2016-304510
Dewey Decimal
658.827083
Intended Audience
College Audience
Dewey Edition
23
Genre
Business & Economics, Référence, Social Science
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