Document Details

Publication Title Marketing Communication Implications of Children's New Electronic Media Use

Author First Name A

Author Last Name Eagle, L & de Bruin

Origin/Publisher Massey University, Auckland, New Zealand

Country Specific New Zealand

Issue Children and the new media

Source of Publication Academic Source

Abstract or Full Text Abstract, Full

Link to Web Site

File Reference Kids & Electronic Media.pdf

Document Language English

Industry Sector N/A

Date Published Year: Month: Day:

Editorial

Abstract Currently new electronic mediums, the Internet in particular, are poised to become a major part of the marketing and communication mix to not only adults but also children. This poses challenges and heralds new debate on both protection of the young vis-à-vis more equitable access, and the need, nature and forms of regulation warranted. This paper reviews the literature on this debate and related issues. It reports on a New Zealand empirical study of parental perceptions of their children's electronic media use and examines the findings and the insights obtained on use of the Internet and its role as a marketing communication medium. It also reports on what these parents consider to be the key concerns in this area and their Internet site preferences. Their view on the violence-video game link is similarly ascertained. Our study and literature review leads to some implications for marketing communication being drawn out.

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Publication Title	Marketing Communication Implications of Children's New Electronic Media Use
Author First Name	A
Author Last Name	Eagle, L & de Bruin
Origin/Publisher	Massey University, Auckland, New Zealand
Country Specific	New Zealand
Issue	Children and the new media
Source of Publication	Academic Source

Abstract or Full Text	Abstract, Full
Link to Web Site
File Reference	Kids & Electronic Media.pdf
Document Language	English
Industry Sector	N/A
Date Published	Year: Month: Day:
Editorial
Abstract	Currently new electronic mediums, the Internet in particular, are poised to become a major part of the marketing and communication mix to not only adults but also children. This poses challenges and heralds new debate on both protection of the young vis-à-vis more equitable access, and the need, nature and forms of regulation warranted. This paper reviews the literature on this debate and related issues. It reports on a New Zealand empirical study of parental perceptions of their children's electronic media use and examines the findings and the insights obtained on use of the Internet and its role as a marketing communication medium. It also reports on what these parents consider to be the key concerns in this area and their Internet site preferences. Their view on the violence-video game link is similarly ascertained. Our study and literature review leads to some implications for marketing communication being drawn out.