Kids and branding in a digital world PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Kids and branding in a digital world PDF full book. Access full book title Kids and branding in a digital world by Barry Gunter. Download full books in PDF and EPUB format.
Author: Barry Gunter
Publisher: Manchester University Press
ISBN: 1784996483
Category : Business & Economics
Languages : en
Pages : 292
Get Book
Book Description
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.
Author: Barry Gunter
Publisher: Manchester University Press
ISBN: 1784996483
Category : Business & Economics
Languages : en
Pages : 292
Get Book
Book Description
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.
Author: Barrie Gunter
Publisher:
ISBN: 9780719097874
Category : Social Science
Languages : en
Pages : 205
Get Book
Book Description
This book is about how kids become engaged with brands, and how their relationship with them changes over time as they mature as consumers. Children are introduced to brands at an early age, and they have become increasingly brand conscious. As consumer markets have developed and become more crowded and competitive, so brands have become more important in enabling consumers to make informed choices. However, it may not always be in a child's best interests to develop a preoccupation with brands, particularly if they influence the way they think about themselves. This book examines the emergence of brand awareness among children and the importance of their cognitive development to their understanding of brands and consumer socialisation. It also sheds light on problems caused by the emergence of new forms of branding in the digital era, especially in online social media and virtual environments where so many children now spend a great deal of time, and explores the implications for children and for regulators.
Author: Hilary JM Topper MPA
Publisher: iUniverse
ISBN: 1532087470
Category : Business & Economics
Languages : en
Pages : 215
Get Book
Book Description
How can you stand out? How do you take your passion and turn it into profit? In Branding in a Digital World, author Hilary JM Topper discusses how branding your business – from your overall image to messaging – is paramount to its success. In this hands-on workbook, she will help you build a brand, market it effectively across digital media, and ultimately, get a strong return on investment. Topper, an expert in branding and digital communications, walks you step-by-step through the process and helps you get the results you desire. She teaches you how to: • build an integrated marketing plan. • use social media marketing. • recruit ambassadors for your brand. • integrate IoT and wearable tech. • create compelling blog and social content. • increase your SEO. • use public relations, direct mail, and email marketing to tie together the entire process. With special sections on fake news, nonprofit management, and more, Branding in a Digital World offers a complete guide to help you learn to better market your product or service so you can gain a competitive edge.
Author: Barrie Gunter
Publisher: Routledge
ISBN: 100028347X
Category : Education
Languages : en
Pages : 238
Get Book
Book Description
Children and Television Consumption in the Digital Era provides a comprehensive analysis of contemporary research on the developmental impact of children’s screen engagement in modern society. Barrie Gunter explores how the world of television has evolved to become almost unrecognisable from the broadcast landscapes present over the last years of the 20th century. This key text considers how screen-based entertainment has become increasingly interactive, and how children have become accustomed to creating their own television schedules through streamed services. It explores key topics including screen experiences and the manifestation of prosocial and antisocial behaviour, advertising and the development of consumerism, and the evidence of screen time on a child’s health and school performance. Gunter insightfully assesses television content that children are exposed to and its impact on cognitive and behavioural development. Featuring commentary on the challenges regulators face to keep up with rapidly developing screen technologies and suggestions on how parents can mediate their children’s screen behaviour, this text is an essential read for researchers and students taking courses in child development, family studies, broadcasting and communication.
Author: Barrie Gunter
Publisher: Routledge
ISBN: 1317340108
Category : Business & Economics
Languages : en
Pages : 264
Get Book
Book Description
Understanding how consumers choose between different products and services is a crucial part of professional marketing. Targeting brands at the consumers most likely to be interested in them is another critical aspect of business success. Marketers need to know what consumers think about brands, why they like them and what purposes they serve. This means delving into the psychology of the consumer to find ways of differentiating between consumers and matching brands to consumer niches at the level of consumers’ relationships with brands. Using psychology to segment consumers has been regarded as a valuable adjunct to standard geo-demographic definitions of market segments. The Psychology and Consumer Profiling in a Digital Age examines how this field of ‘psychographics’ has evolved, the different approaches to psychological segmentation of consumers, the different ways in which it has been applied in consumer marketing settings, and whether psychographics works. It draws upon research from around the world and incorporates its analysis of the use of psychographics with an examination of major shifts in marketing in a digital and global era.
Author: Mikael Heimann
Publisher: Frontiers Media SA
ISBN: 2889717216
Category : Science
Languages : en
Pages : 247
Get Book
Book Description
Author: José Luís Reis
Publisher: Springer Nature
ISBN: 9819715520
Category :
Languages : en
Pages : 859
Get Book
Book Description
Author: S M A Moin
Publisher: Springer Nature
ISBN: 3030590852
Category : Business & Economics
Languages : en
Pages : 113
Get Book
Book Description
Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating. Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds. Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.
Author: Gert Vermeulen
Publisher: Maklu
ISBN: 9046609103
Category : Data protection
Languages : en
Pages : 343
Get Book
Book Description
Since the Snowden revelations, the adoption in May 2016 of the General Data Protection Regulation and several ground-breaking judgments of the Court of Justice of the European Union, data protection and privacy are high on the agenda of policymakers, industries and the legal research community. Against this backdrop, Data Protection and Privacy under Pressure sheds light on key developments where individuals’ rights to data protection and privacy are at stake. The book discusses the persistent transatlantic tensions around various EU-US data transfer mechanisms and EU jurisdiction claims over non-EU-based companies, both sparked by milestone court cases. Additionally, it scrutinises the expanding control or surveillance mechanisms and interconnection of databases in the areas of migration control, internal security and law enforcement, and oversight thereon. Finally, it explores current and future legal challenges related to big data and automated decision-making in the contexts of policing, pharmaceutics and advertising.
Author: Allen P. Adamson
Publisher: St. Martin's Press
ISBN: 0230614558
Category : Business & Economics
Languages : en
Pages : 308
Get Book
Book Description
Since the publication of his previous best-selling title, BrandSimple, Allen P. Adamson has studied and worked with companies as they've experimented with and integrated digital initiatives into their branding mix. In his new book, BrandDigtial, he clearly demonstrates that in an environment where everything is transparent, brand professionals have unprecedented opportunities to learn more about their customers, and to deliver brand experiences that meet customer expectations better than ever before. Based on over 100 interviews with leaders in both the branding and digital technology industries, Adamson drives home his point by using case studies and first-hand, in-market examples from companies including Hewlett-Packard, Johnson & Johnson, Procter & Gamble, Nike, Ameriprise, Burger King, PepsiCo, and General Mills. Along with putting into proper context the role Google, YouTube, Second Life, social media, and blogs play in the branding process, Adamson shows how the best companies are taking advantage of evolving digital technology and its associated behavior to build stronger bonds with their customers and stronger, more responsive brands.
