Children as Consumers: Advertising and Marketing

  title={Children as Consumers: Advertising and Marketing},
  author={S. Calvert},
  journal={The Future of Children},
  pages={205 - 234}
  • S. Calvert
  • Published 2008
  • Business, Medicine
  • The Future of Children
  • Marketing and advertising support the U.S. economy by promoting the sale of goods and services to consumers, both adults and children. Sandra Calvert addresses product marketing to children and shows that although marketers have targeted children for decades, two recent trends have increased their interest in child consumers. First, both the discretionary income of children and their power to influence parent purchases have increased over time. Second, as the enormous increase in the number of… CONTINUE READING
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