Does Marketing threaten children's education at primary school?

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Does Marketing threaten children's education at primary school?

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Abstract

This project aims to identify the ethical problem of marketing by aiming at children, and will focus on children in primary school. This area has interested people since the last decade and the likes of psychologists, doctors, marketers have always tried to understand the power of brands on children and the ethical limit in the seduction of this particular audience. In the Literature Review, several aspects of childhood will be discussed through various academics. These aspects will first emcompass the reasons why marketers are interested towards children, but also the methods they use to target them. Secondly, the ethical problems linked to effects of advertising on kids and advertising at school, in which several cases will be compared. In the primary research, an interview and questionnaires have been made and will be analyzed to completely encircle the subject, and answer a question that have never been posed yet, Does marketing threaten children's education?

Literature Review
1. What can explain the interest of marketers for children?
2. Childhood, a competitive environment: trends effect and outsider's exclusion
3. Power of King's kid and pester power
4. Consumers of tomorrow
5. What methods do they use to target children?
Methodology & Objectives
1. Qualitative Methods
2. In-dept Interviews
3. Projective Techniques
4. Observation
5. Quantitative methods
6. Questionnaire
Data Analysis
1. The Qualitative Analysis
2. The Observations
3. The Quantitative Analysis
Conclusions and Recommendations

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[...] Here can we see a threat to children's health, caused by marketing? Probably yes. However, a parent always keeps the control of their kids and he/she has the real responsibility to feed his/her children healthily, whatever is proposed on TV. To achieve this, parents must go over their kids' pester power Which product induce you to eat? Snacks sweets A meal A meal fruits oth and like like and er sugared hamburg salad vegetab food er les Pizza Meat Hamburg Salad er meal 2. [...]

[...] O yes O no The third questionnaire for children concerns the Advertising and childish obesity: 1. Watching advertising does it induce your appetite? O yes O no 2. Which product does encourage you to eat? O Snacks O sweets and sugared food OA meal like hamburger O a meal like salad O fruits and vegetables Oother 3. Encircle your favourite lunch? The primary research will be conducted with relevance, validity, and accuracy. For the quantitative research, the result will be analyzed, thanks to the software Sphinx. [...]

[...] Mc Taggart V Pester Power: Marketer's dream-parents nightmare: An investigation into the influence that Irish children have on their parents purchasing decisions. M.B.S. Dissertation editions McCann & Fitzgerald Children's advertising: regulatory do's and don'ts. Marketing Institute. Montigneaux N Les marques parlent aux enfants (Brands talk to children). 1st edition. Organisation editions. Proctor T Essentials of marketing research. Pitman Publications Journals McDermott L., O'Sullivan T., Stead M., and Hastings G International food advertising, pester power and its effects. International Journal of Advertising. Vol 25 No 513-539 Mellor S Communicating effectively to millenium children. Admap. [...]

[...] “But certainly Nickelodeon will do very well on the back of this new code.” Billetts estimated that the entire advertising market will increase by this year, but RTE will see a decrease in revenue, with the code playing a part. It expects E4 to increase its Irish ad revenue by and BSkyB — the satellite television station in which News International, owner of The Sunday Times, has a stake — by 20%. MTV and Nickelodeon together can expect to earn € 2.5 m in ads this year from Ireland, Brophy said. TV3's revenue would remain static. [...]

[...] But reliability does not necessarily imply validity like a reliable measure need not be valid. Survey techniques have many advantages. It is a competent way to collect information from a significant number of people, very large samples are possible. Statistical techniques can be used to determine validity, reliability, and statistical significance. Surveys are flexible like a wide range of information can be gathered. They can be used to study attitudes, values, beliefs, and past behaviours. They are relatively errors free, easy to administer and provide a time economy in data assortment. [...]

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