Marketing to young and vulnerable consumer groups

Dahl, Stephan, and Eagle, Lynne (2015) Marketing to young and vulnerable consumer groups. In: Eagle, Lynne, and Dahl, Stephan, (eds.) Marketing Ethics and Society. Sage, London, UK, pp. 141-158.

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[Extract] In this chapter we will discuss:

•the impact of marketing to young age groups, within the context of non-traditional media forms such as advergames

•current concerns about such activity

•the effectiveness of industry self-regulation

•media literacy effects

•the effects and effectiveness of commercial media literacy programmes

•marketing to other vulnerable groups such as the elderly, those with low literacy levels and those with low income levels

Item ID: 41312
Item Type: Book Chapter (Research - B1)
ISBN: 978-1-4462-9662-2
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Date Deposited: 06 Jan 2016 01:40
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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