Document Details

Publication Title Marketing communications implications of children's new electronic media use: a survey of parental opinions and perceptions

Author First Name Lynne, Sandy Bullmer, Anne de Bruin

Author Last Name Eagle

Origin/Publisher Journal of Marketing Communications 9 129-146 (2003)

Country Specific New Zealand

Issue Children and the new media

Source of Publication Academic Source

Abstract or Full Text Abstract

Link to Web Site Click Here

File Reference

Document Language English

Industry Sector

Date Published Year: 2003 Month: 9 Day:

Editorial AEF does not have permission to publish the whole study. To view publication, please use the link provided.

Abstract Currently new electronic media, the Internet in particular, are poised to become a major part of the marketing and communications mix, not only for adults but also children. This poses challenges and heralds a 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 the use of the Internet and its role as a marketing communications medium. It also reports on what these parents consider to be the key concerns in this area and their Internet site preferences. The issues relating to children, the Internet and the link between violence and video games are examined and implications for marketing communications are discussed.

Publication Title	Marketing communications implications of children's new electronic media use: a survey of parental opinions and perceptions
Author First Name	Lynne, Sandy Bullmer, Anne de Bruin
Author Last Name	Eagle
Origin/Publisher	Journal of Marketing Communications 9 129-146 (2003)
Country Specific	New Zealand
Issue	Children and the new media
Source of Publication	Academic Source

Abstract or Full Text	Abstract
Link to Web Site	Click Here
File Reference
Document Language	English
Industry Sector
Date Published	Year: 2003 Month: 9 Day:
Editorial	AEF does not have permission to publish the whole study. To view publication, please use the link provided.
Abstract	Currently new electronic media, the Internet in particular, are poised to become a major part of the marketing and communications mix, not only for adults but also children. This poses challenges and heralds a 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 the use of the Internet and its role as a marketing communications medium. It also reports on what these parents consider to be the key concerns in this area and their Internet site preferences. The issues relating to children, the Internet and the link between violence and video games are examined and implications for marketing communications are discussed.