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Kids and branding in a digital world, Gunter 9780719097874 Fast Free Shipping.+ Najtańsza cena (z podatkiem)

Parametry przedmiotu

Stan: Nowy: Nowa, nieczytana, nieużywana książka w idealnym stanie, wszystkie strony, bez uszkodzeń. Aby poznać ... Dowiedz się więcejo stanie przedmiotu Author: Barrie Gunter
Publisher: Manchester University Press PublishedOn: 2015-11-01
ISBN: 9780719097874 EAN: 9780719097874
Publication Year: 2015 Type: Textbook
Format: Hardcover Language: English
Publication Name: Kids and Branding in a Digital WORLD Item Height: 0.7in.
Item Length: 6.4in. Item Width: 9.3in.
Number of Pages: 208 Pages

O tym produkcie

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
PublisherManchester University Press
ISBN-100719097878
ISBN-139780719097874
eBay Product ID (ePID)211325076
Product Key Features
AuthorBarrie Gunter
Publication NameKids and Branding in a Digital WORLD
FormatHardcover
LanguageEnglish
Publication Year2015
TypeTextbook
Number of Pages208 Pages
Dimensions
Item Length6.4in.
Item Height0.7in.
Item Width9.3in.
Additional Product Features
Lc Classification NumberHd69.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
Table of Content1. 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 Date2015
Target AudienceScholarly & Professional
TopicMarketing / General, Consumer Guides, Media Studies, E-Commerce / Internet Marketing, General
Lccn2016-304510
Dewey Decimal658.827083
Dewey Edition23
GenreBusiness & Economics, Référence, Social Science

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