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1. Introduction
2. Talk outline (1)
3. Talk outline (2)
4. Kids' regular weekly income
5. What do kids spend their money on?
6. Kids' own purchasing
7. Handouts
8. Grandparent power
9. "Pestered" purchases
10. The expert child
11. Brand bullies
12. Association for teachers and lecturers - survey
13. Negative effects of pester power
14. Materialism
15. Youth materialism scale
16. Mental health consequences
17. Effects of materialism
18. Materialism has strong effect on family
19. Socio-economic status effects on the model
20. Conflicting values
21. Materialism, family and status - summary
22. Inappropriate marketing - KGOY
23. Negative consequences of early sexualisation
24. Inappropriate marketing - the internet
25. Key "fairness" issues
26. The two faces of childhood
27. Advertising to children - the APA stand
28. Kids' brains aren't the same as adults'
29. Age-stage development
30. Steps to "cognitive defense"
31. Understanding marketing messages
32. Most research done on TV ads
33. Kids' understanding of internet ads
34. Internet adverts
35. Are older kids less affected by advertising?
36. Older kids are not less affected by advertising
37. Different formats of advertising
38. Advergames
39. Brand equity
40. "Associative" adverts are massively powerful
41. Fairness of advertising addressed to children
42. Concerns (1)
43. Concerns (2)

Topics Covered

• How the commercial world can impact negatively on family relationships
• Pester power
• The effects of marketing on young people's friendships
• Brand bullying
• An overview of research on materialism and mental health
• Inappropriate marketing, particularly sexual content on websites intended for young children
• Unfair marketing
• What children can and cannot understand
• Rethinking unfair marketing following new research from neuroscience
• How internet marketing is challenging the current rules of the game

Links

Series:

• Communicating to the Young Consumer

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on January 28, 2010