bluuebunny/crossref_metadata_2025 huggingface dataset:
The integration of shop floor control in wafer fabrication
Authors: Hsu S.Y. , Sha D.Y.
Published: June 2007

Purpose

The purpose of this paper is to consider the interaction among shop floor control (SFC) strategies (order review/release, dispatching, and rework strategies) and its impact on the performance of wafer fabrication. How to select a suitable set of SFC strategies in wafer fabrication is the main topic.

Design/methodology/approach

The paper tried to find the better combination of these strategies by specific performance indicators. A virtual wafer fab is built based on a real case in Taiwan and used for simulation test. Seven ORR rules, eight dispatching rules, and three rework rules are considered in the simulation test.

Findings

The paper finds that the performance of most ORR strategies will be improved when combined with suitable dispatching and rework strategies. But no single strategy can satisfy all performance indicators.

Practical implication

The performance of most ORR strategies will be improved when combined with suitable dispatching and rework strategies. No single strategy can satisfy all performance indicators. In practice, we should choose SFC strategies carefully based on the system conditions. Furthermore, ORR, dispatching, and rework strategies cannot be separately considered. Instead, they should be combined and integrated for improving the system performance.

Originality/value

Simulation tests and statistical analysis are done for three kinds of SFC strategies on a virtual wafer fab. The suitable combinations of SFC strategies for different performance indicators are suggested in this paper. The selection of ORR, dispatching and rework rules in wafer fabrication are discussed in the paper.
A discussion of Fashion Victims
Authors: Cairns George , Roberts Joanne
Published: June 2007

Purpose

The purpose of this paper is to present a selection of responses to the report Fashion Victims, published by War on Want in December 2006. It offers a range of viewpoints presented by members of the Editorial Advisory Board of CPOIB. These are presented in chronological order of submission. There is some cross‐reference by contributors to the work of others, but no attempt is made to present a unified argument.

Design/methodology/approach

Presents the full contributions of involved participants, without mediation or editorial change.

Findings

A number of different perspectives are presented on the central issue that is summarised by the opening heading in War on Want's report – “How cheap is too cheap?” It is seen that the answer to this question is very much dependent upon the standpoint of the respondent.

Originality/value

In presenting this form of commentary, members of the CPOIB Editorial Board seek to stimulate debate about an issue of concern to contemporary society, without resort to the time delay and mediating processes of peer‐review normally attached to academic writing. It is hoped that this discussion will provoke further contributions and a widening of the debate.
The impact of ownership concentration, and identity on company performance in the US and in Central and Eastern Europe
Authors: Bedő Zsolt , Ács Barnabás
Published: June 2007

Purpose

The purpose of this paper is to assess the relationship between ownership structure and company performance of public companies. The central tenet of the analysis is that separation of ownership and control has an adverse effect on the value of the firm, as information asymmetry between owners and managers is exploited by management.

Design/methodology/approach

A cross sectional regression is conducted using data on 669 companies, which were members of the S&P 500, BUX (Hungary), WIG (Poland), SBI (Slovenia), PX (Czech) indexes in the third quarter of 2005. Owners with at least 5 percent share ownership are collected from Reuters and Business and Company Resource Center databases.

Findings

Results for CEE companies are in line with that of Earle et al. and also support Zwiebel's “space creation” concept. The negative effect of multiple shareholdings is due to collective action problems instead of alternative explanations such as manager repression. Companies in the CEE region have rather concentrated ownership, which implies that at least there is one blockholder with dominant stake allowing him to influence corporate decision making. The contribution to management control of the next largest blockholder generates tension between the two causing costs that exceed the benefits of control. Interestingly, enough in case of institutional investors as largest blockholders the formerly positive effect on performance became negative. This is in contradiction with the popular literature that emphasizes the beneficent role of institutional investors. Results for the US firms also show that dominant blockholders “create their own space” in another word when the ownership stake of the largest blockholder exceeds 10 percent the contribution of smaller owners to the monitoring and control of management is negative. This implies that even though the dominant blockholder is much smaller in size relative to the one in the CEE sample its willingness to cooperate is low. On the other hand, when the largest blockholder is not dominant the coalition of blockholders is able to create value by efficient monitoring. Institutional investor as dominant blockholder further enhances the efficiency of control, while decreases it when coalition consists solely from institutional investors.

Originality/value

The definition of ownership concentration outlined by Zwiebel is applied. To assess the effect of coalition of blockholders on company performance the concept determined by Earle et al. is used. Their notion is extended by differentiating between blockholder identity and the homogeneity of blockholder coalition, in order to scrutinize the consequence of shareholder activism.
Improving motivation among health care workers in private health care organizations
Authors: Vilma Zydziunaite , Egle Katiliute
Published: June 2007

Purpose

The study aims to explore the experiences of nursing personnel in private health care organizations in Lithuania, in terms of their work motivation and satisfaction, promotion and quitting the job, interpersonal interaction at work and to identify areas for sustainable improvement to the health care services they provide.

Design/methodology/approach

The research problem includes the following questions. What is the attitude of nursing personnel to the existing elements of motivation in private health care organizations? What organizational tools should be developed in order to improve the motivation of nursing personnel? The sample consists of 237 registered nurses practitioners and 30 nurses' managers working in private health care sector. Methods: data selection: questioning survey; data analysis: descriptive statistics, correlation and factor analysis (using SPSS for Windows 12.0). The research instrument involves 99 closed‐ended items divided into 11 evaluation blocks; Cronbach α of every part ranges from 0.68 to 0.85.

Findings

Results showed no statistical differences among nurse practitioners and executives of what motivates them in private health care organization as workplace and illuminated factors that decrease and increase motivation among nurses. Motivation decreases, when nurses are not empowered not autonomous in activity; nurses' competencies (specific professional and general) are not applied in full value, e.g. managerial, educational, social‐psychological, clinical/expertise; decisions are not made collectively; in organization does not exist mechanism of information‐sharing; meetings of personnel are not prepared methodically. Motivation increases when the nurses collaborate with physicians by parity; nursing profession is respected and recognized as autonomous and valued by themselves and other health care specialists; the interpersonal communication is effective and conflicts are solved constructively.

Research limitations/implications

A major weakness is that the characteristics of the present sample may limit the generalizability of the results. The major implication is that the paper supports the prediction for characteristics of motivation among health care workers in private health care organizations with perspective of nursing personnel.

Originality/value

The paper examines in a private health care sector the factors that increase and/or decrease the motivation of nursing personnel.
Leveraging knowledge in China: the experience of a foreign entrepreneur
Authors: Lightfoot William S. , Almeida James
Published: June 2007

Purpose

This paper aims to present the observations of an Italian expatriate who has made China his home. It provides insights into the reasons he has been successful, which will help western firms learn how to better do business with the Chinese.

Design/methodology/approach

This paper is based off an intensive interview with a Western entrepreneur.

Findings

This paper reviews the case of JESA industrial limited featuring comments and the perspective of its expatriate founder as he leads the further evolution of JESA from roots as an industrial market research and outsourcing consultancy focusing primarily on small and medium sized enterprises in Italy, to one that combines western and Chinese knowledge and experience with technical expertise and competency to serve a growing base of western businesses and Chinese expatriates.

Originality/value

This study is original in that it provides insight from the perspective of a successful business person who has gone through the process of integrating into the Chinese business world. Linkages are made to other studies, and literature. The paper helps foreign executives in small, medium, and large enterprises understand some of the nuances involved in doing business in and with China from the perspective of a successful western expatriate.
Snapshot 2001: strategies for the youth market
Authors: Newall Toby , Steel Louise
Published: June 2007

Explains how marketers can reach 15 to 18 year olds by developing deeper understanding of this age group, especially their views on the consumer environment; the article is based on RDSi’s Youth2 research. Acknowledges that many marketers are insecure about this market because of its cynicism and constant need for new products. Summarises themes that emerge from youngsters’ descriptions of their world: life is portrayed as fast, exciting but challenging; the importance of profits can make life seem superficial, uniform and uncreative; America remains the dominant influence but Mediterranean styles are also valued; behavioural standards are much less set than in the past. Concludes that marketers have opportunities: to localise their appeal, provide reassurance, and move from appealing to selfishness to appeal more based on relationships ‐ but creative marketing is what counts most.
Latin American youth
Authors: Garcia‐Gonzalez Jorge
Published: June 2007

Surveys a region which is fast‐growing, interesting and diverse from a marketing viewpoint. Warns of pitfalls in Latin American research because of the region’s complexity and its difference from developed countries, and outlines the basis of the current research in terms of subjectivity (self) and sociality (culture). Shows the contrasting demographic statistics for various Latin American countries. Discusses the influences on youth attitudes, beliefs and behaviour: identity and groups, the family (still the cornerstone of Latin American society), marriage and divorce, the increasing rate of change, the increasing importance of the mass media, and the growth in consumption.
Public policy issues in children’s advertising and programming
Authors: Stanbrook Lionel
Published: June 2007

Reviews the growing pressure in the UK to establish a more restrictive regime in children’s advertising; much of this pressure comes from Sweden. Links this vehement opposition to children’s TV advertising to distrust of both advertising and television, and compares BBC and commercial programming. Points to the growth of merchandising in children’s programming, and to the high revenues obtainable from this; these can far exceed that from advertising alone. Argues that children’s programming has increased enormously in the last decade, except in countries where advertising has been banned, and so that bans on broadcast advertising appear to be ineffective and inappropriate.
Preventing ethical problems when marketing to minors
Authors: Paine Whiton S. , Stewart Karen , Kruger Evonne
Published: June 2007

Proposes a general rationale for acting cautiously when marketing to children, and indicates some possibly inappropriate managerial attitudes: for instance that minors are basically small adults, that parents rather than companies should protect children in the marketplace, that all marketing is directed at adults, that certain practice are acceptable because they were done in the past, that managers were once children, and that the company’s practices must be acceptable if they are legal. Suggests ways that companies can remedy this: appoint an ethics officer and take ethics training seriously, avoid dubious products and marketing that support premature maturation and the end of childhood, accept an “in loco parentis” role with regard to children, and remain alert to new threats.
Word‐of‐mouth marketing : beyond pester power
Authors: Procter Joanne , Richards Martyn
Published: June 2007

Defines the pester power phenomenon as the repeated delivery of unwanted requests, arguing however that this is not the main driving influence in purchasing behaviour. Shows instead that a large number of highly successful products, notably Harry Potter, became popular not through marketing but via word‐of‐mouth, and the staying power (or stickiness) of a product like Pokemon illustrates the importance of social learning. Recounts the experiment of Stanley Milgram’s chain letter, and the Six Degrees of Kevin Bacon game, which shows the amount of connectedness in society. Relates this to diffusion research is central to word‐of‐mouth marketing, and also mentions viral marketing and coolhunting, both of which involve word‐of‐mouth.
When is a brand not a brand?
Authors: Weller Dean C.
Published: June 2007

Discusses the importance of brands to children, and the importance of children to brands. Emphasises that children have a strong awareness of brands from a young age, and reports research on their identification of familiar brands (McDonalds was the best known). Describes a cluster analysis project on mothers with children from 0 to 4, relating the mothers’ lifestyle and demographic characteristics to their views of how their children should behave. Relates these households to the growth of preschool licenses: the licensing market targets these families and the licenses are backed up by TV programming. Concludes that the advent of licensing has fundamentally altered the nature of brands.
One tune no longer fits all
Authors: Scott Bryan
Published: June 2007

Examines the relationships between popular music and youth in contemporary Britain. Argues that in the last decade the pop music charts have become increasingly diverse and fleeting, also that various non‐chart genres now appear to be favoured by young people. Discusses the growing influence of music on young people as a way of satisfying the need to belong, and the contrary influence of age group on young people’s musical preferences; commercial radio remains a strong influence on the market. Contrasts the world of the pre‐teens with that of post‐puberty teenagers, and the worlds of teenage girls and boys as revealed through their scrapbooks, and argues that girls are more in tune with a popular culture that celebrates matriarchical girl power.
Children’s perceptions of television advertising in urban China
Authors: Chuen Kara , McNeal James U.
Published: June 2007

Explores the attitudes to TV advertising of Chinese children, the “little emperors/empresses“ who now have enormous influence on the market, largely as a result of the one‐child policy that China adopted in 1979; like children elsewhere, they appear to pay less attention to commercials as they get older and become more sceptical about their truthfulness. Outlines the methodology used in the research, differences between Hong Kong and mainland children, children’s favourite commercials, and their views of advertised versus non‐advertised brands. Moves on to regulation of children’s advertising: unlike many Western countries, there is a lack of specific regulation of TV advertising to children, and the rapid though uneven growth of TV advertising in China has led to irresponsible practices.
Children’s television programming
Authors: Cohen Michael , Guciardo Sara , Schneider Joel
Published: June 2007

Describes how educational media company Sesame Workshop has applied research to the development and evaluation of children’s TV programming; Sesame Workshop was the creator in 1969 of the “Sesame Street” TV series, which intentionally blended entertainment and education, and it has now teamed up with Applied Research and Consulting LLC (ARC). Explains the historical background to television research, and the development by Sesame Workshop and ARC of New Kid City, a prototype media environment for children, and later of Noggin, an interactive “place to go” with a website and children’s TV channel. Illustrates the application of the Sesame Workshop approach in one of its programmes, “Rechov Sumsum/Shara’a Simsim”, which is aimed at Israeli and Arab/Palestinian children.
Snapshots of youth: the lives of late teens across the world
Authors: Byfield Sheila
Published: June 2007

Explains the findings of Snapshots of Youth, a study by Mindshare into the behaviour and attitudes of young people across the world. Outlines the methodology used: boys and girls aged 16 to 19 recorded their surroundings and activities with cameras and diaries, and this was followed up with interviews and a private website. Concludes that the Internet in particular is affecting all media, including TV viewing, radio listening, and reading; youngsters understand marketing techniques but do not reject them, although they criticise intrusive popups and banners; mobile phones are the other major media development; meeting friends remains youngsters’ favourite activity.
Keeping the focus in teen focus groups
Authors: Efken Christine
Published: June 2007

Points out the challenges involved facing adults who work with teenagers aged from 12 to 18 in focus groups, given the apparently contradictory attitudes of contemporary teenagers; the solution is basically to immerse oneself in the teen world without aping it. Outlines design considerations for dynamic groups: screening, parental involvement, age and gender, race and ethnicity, size of group and length of sessions. Continues with facility considerations, how to stimulate teenagers’ creativity, and tips for establishing rapport. Identifies some alternatives to traditional qualitative research: observational research, telephone focus groups, online bulletin board focus groups, and homework assignments.
Legal considerations for online advertising to children
Authors: Thomas Liisa M. , Dill Melissa S.
Published: June 2007

Outlines legal issues in Internet advertising to children in the USA, European Union, Australia and Canada; the Internet is now dominated by mainstream international companies which market to children. Outlines the COPPA (Children’s Online Privacy Protection Act) in the USA, plus the work of CARU (the Children’s Advertising Review Unit). Moves on to the European Union’s Data Protection Directive and Communications Data Protection Directive, and the guidelines of the FEDMA (Federation of European Direct Marketing Associations). Concludes with the Australian Privacy Act and the guidelines of the Canadian Marketing Association.
Legal briefing: advertising to children in Germany
Authors: Schotthofer Peter
Published: June 2007

Outlines the legal controls in Germany on advertising to children; there is no single law, but there is legislation covering advertising to children in specific media and for specific products, with self‐regulation playing a much smaller role than in the UK and other EU member states. Shows how the 16 German Bundeslander have strictly applied the European Union Television Directive in the areas of advertising to minors on TV or using other media, product restrictions relating to tobacco, alcohol, medicines, books and magazines, and toys; advertising in schools; and misleading advertising. Concludes with the rare judgments by German courts on infringement of these rules, and future restrictions.
The importance of money to Italian children
Authors: Rinaldi Emanuela , Giromini Elena
Published: June 2007

Explores the attitudes of Italian children to money, with reference to US research which indicates a significant difference between boys and girls. Tests five hypotheses relating to gender differences in respect to money: boys are more positive in their attitudes to it, girls would be uncomfortable talking about it, men rather than women are seen by children as economically successful, sons rather than daughters would try to emulate their fathers’ economic status, and these gender differences might increase through adolescence. Explains the methodology of the study, and relates the findings to Italian society and the Catholic religion. Contrasts the attitudes of Italian parents to boys and girls regarding money: boys are more likely to receive regular pocket money and be expected to achieve highly paid jobs, whereas girls tend to value family or more creative activities.
Changing families, changing kids
Authors: Sabino Donna
Published: June 2007

Discusses how the children’s market has grown over the last decades, as parents have increasingly planned to have children and bring them up as emotionally intelligent human beings; marketers need to be aware of children as a distinct and increasingly articulate group. Focuses on the Nickelodeon Purchase Study, which found that children had an influence on the purchase of products beyond what were normally thought of children’s products: for instance on the decision to buy a family car. Describes the development by the Nickelodeon Magazine Group of a market research model as the basis for a consultancy to clients who are interested in communicating with children, and indicates some ways in which today’s parents communicate and cope with their children.
How to fit the product to the child
Authors: Dammler Axel
Published: June 2007

Shows how children often reject some products which aimed at them, and how marketers can avoid this by adopting a more schematic approach in communicating with children, since the consistency of children’s reactions points to a basic pattern or scheme in their evaluation of communications or products. Gives examples of products which are well or badly packaged from a child’s point of view, and emphasises the importance of stereotypes, colour and age fit, also the relevance of national differences: thus, a series of bear images, colours and typographies associated with a product (Schoko) is illustrated which shows differences between German and British children’s reactions, as well as preferences of different age groups.
The youth cultural icon of the 21st century
Authors: Dhaliwal Josh
Published: June 2007

Examines the impact of the mobile phone on children and young adults. Emphasises that children view the mobile phone in quite a different way from that of adults, who regard it from as functional; young people regard the mobile phone as more controllable than PCs or the internet, and like to modify and personalise it, using for instance decoration or ringtones. Outlines the work of mobileYouth 2002, a study of 13 significant mobile phone markets worldwide, and the prospects for prepaid mobile phones.
In‐school marketing in France: the teachers’ perspective
Authors: Rodhain Angelique
Published: June 2007

Examines the viability of advertising within French schools, from the viewpoint of the teachers who work with it daily, using interviews and a questionnaire. Focuses on the Sponsored Education Material (SEM), which is a document created by a company for schoolchildren and can be in the form of pamphlets, videotapes or CD‐ROMs: SEMs deal with topics like road safety, nutrition and environmental awareness. Outlines the reasons why corporations use schools in this way: for instance, the children have to attend and to pay attention to the SEM, and a school gives the corporation a degree of legitimacy. Considers the issues involved of neutrality and bias, and of commercial values in relation to social values. Concludes that the teachers felt that they had not been trained sufficiently to take full advantage of the increased scope for SEMs.
Children’s response to television advertising in China
Authors: Chan Kara , McNeal James U. , Chan Fanny
Published: June 2007

Examines how much attention urban mainland Chinese children pay to television commercials, their response to different types of commercials, and their perceptions of the quality of advertised and non‐advertised brands. Classifies the types of commercials seen as funny, animated, public service, celebrity endorsements, and those that increase knowledge, and relates these types to the four age groups of the children studied. Concludes that children pay a decreasing amount of attention to commercials as they get older, and that the link between liking a commercial and impulse buying of its product also lessens; confidence in advertised brands does not increase with age, but confidence in non‐advertised brands decreases with age.
National or supra‐national? Teenagers’ feelings of belonging
Authors: Roland‐Levy Christine
Published: June 2007

Examines how French teenagers have reacted to the replacement of France’s national currency by the euro, comparing their attitudes six months before the change with those afterwards. Aims to show how a new social representation is built up from individual attitudes shared by many, referring to the work of Durkheim, Moscovici, and more recent theoretical approaches. Concludes that the introduction of the euro in France and simultaneously in 11 other member countries of the European Union has produced a much wider feeling of territoriality, a change in socialisation which appears as a European feeling of belonging.
Legal briefing: advertising to children in the USA
Authors: Koester Jennifer V.
Published: June 2007

Discusses how the regulation of advertising to children in the USA is moving from a self‐regulated system to one subject to increased scrutiny and control; the main cause of this change is the internet, and the aim is to limit the exploitation of children online. Outlines the work of the Children’s Advertising Review Unit (CARU), which has set down self‐regulatory principles, and evaluates material for its compliance with these. Describes the self‐regulation system for specific media: individual TV networks have their own standards, and movies follow the Motion Picture Association of America rating system, while three alcohol trade associations have self‐regulatory codes. Concludes with the federal legislation restrictions covering television, the Internet, tobacco, and 900‐numbers.
A new approach to segmenting the global child
Authors: Lauffer Robin
Published: June 2007

Proposes a new approach to segmenting which is based on mindset rather than on gender, age or lifestyle. Distinguishes four different primary play dimensions, which correspond to four mindsets: the play dimensions are inner‐directed, other‐directed, reality, and fantasy, and these correspond to the mindsets of achievers, collaborators, leaders, and dreamers. Explores the relative strength of these mindsets in various countries, as determined by their culture. Shows how marketers need to recognise these segments in their communications and new product development.
How family structure affects parent ‐ child communication about consumption
Authors: Geuens Maggie , De Pelsmacker Patrick , Mast Gitte
Published: June 2007

Begins by defining consumer socialisation as the process by which young people learn to function in the marketplace; this is a key concept in studying children’s consumer behaviour and decision making. Outlines the ways that parents influence this process; they are role models, and communicate about purchases and consumption; co‐shopping and concept‐orientation are two aspects of this, as are the influence of the child and the amount of communication. Outlines the changes in family structure, including the increase in one‐parent families headed by women, which has resulted in more co‐shopping; the increase in the number of two‐income families; and the decline in numbers of children per family. Reports research on Belgian children on the four sub‐dimensions of parent ‐ child communication as affected by the family structure variables.
The regulation of advertising to children in Australia
Authors: le Guay Peter
Published: June 2007

Outlines the framework of regulation of advertising in Australia; that affecting children has developed as part of the whole picture, which combines federal, state/territory consumer protection legislation with a myriad of industry‐specific codes of practice and guidelines. Begins with consumer protection legislation, which includes the federal Trade Practices Act 1974 and corresponding state Fair Trading Acts; and broadcasting legislation, such as the Australian Broadcasting Authority’s Children’s Television Standards. Moves on codes and guidelines relating to children, including the Australian Association of National Advertisers’ ethics code, commercial radio codes of practice and guidelines, the commercial television code of practice, the Telephone Information Services Standards Council’s code of practice, the Australian Direct Marketing Association’s online marketing guidelines, the internet industry code of practice, alcohol and tobacco, and recent developments.
How buzz marketing works for teens
Authors: Henry Amy
Published: June 2007

Explains the concept of buzz marketing ‐ roughly, creating a stir ‐ and how it can be successfully applied to the teen market: its drivers are truth distorted, bad behaviour, and reality romanticised. Takes the shock value for buzz of the “South Park” TV show as a case study of bad behaviour, while Pop Rocks is an example of a product for which truth distorted created a rumour buzz; reality romanticised represents the practical idealism of teenagers. Outlines the requirements of a buzzable brand: invasive but invited, individualised, experiential, provocative, conspiratorial, connective and creative. Points out that buzz can also live in the adult world, with examples like a Mojito, a PDA, “Sex and the City”, and Viagra, while alcoholic drinks prosper through buzz. Lists the benefits that buzz brings to teenagers: they feel disenfranchised, are a subculture, seek stimulation, are engaged in selective identity formation, and aspire to be passionate people. Concludes with how a marketer could develop the drivers for a brand by creating an “alter ego” of what is the edge of the acceptable, the flipside of the brand’s persona.
Playtime all the time: CBeebies, a case study
Authors: Eryl‐Jones Lyn
Published: June 2007

Looks at how the pan‐media preschool CBeebies brand was conceived, created, launched and evaluated by the BBC in 2002; it comprises a dedicated preschool television channel, programming blocks on BBC ONE and BBC TWO, a website, and interactive TV output. Explains the background to the launch of the channel: the Department of Culture, Media and Sport approved it, and most of the programmes are UK‐based. Describes how the brand was brought to life and has, within 18 months, become the favourite TV channel in the UK among children who can receive it; one reason for its success is that it works equally well for toddlers and parents.
“Experience” marketing in action: the Fox Kids Cup
Authors: Stenhouse Allan
Published: June 2007

Introduces the Fox Kids Cup, which brings children of both sexes together in a global football tournament; it is a Fox Kids brand which involves partnerships with other brands such as ASDA, Wagon Wheels and the Professional Footballers Association. Describes how the 2002 tournament Fox Kids Cup had its final rounds in Barcelona, and the leadup to this through skills challenge events, regional rounds, and the national final. Outlines the benefits to the partners from association with the Fox Kids Cup.
How to tap into the teen text market
Authors: Tryan Todd
Published: June 2007

Explains the importance of texting in order to market to youth using the highly popular SMS channel. Outlines the guidelines that Flytxt has produced for clients designing a campaign, in order that youngsters are protected from inappropriate content or direct marketing and do not incur excessive costs through premium rate SMS. Shows how SMS can help companies rejuvenate their brands and find new markets. Illustrates this by the Princess Diary Club book series from Macmillan Children’s Books, the Smash Hits text club campaign, Barclays Bank’s youth accounts and its exclusive SMS game, Warner Village Cinemas’ Harry Potter SMS campaign, Kiss 100’s “HeySexy” campaign, the “Sneak” teen gossip magazine, and Comic Relief’s Sports Relief campaign ‐ the first time a UK charity has used SMS for its fundraising.
Interactive TV: controlling the remote
Authors: Bond Caroline
Published: June 2007

Explores the world of infant research, focusing on a recent study of the behaviour and attitudes of preschool children to interactive digital television. Outlines the basis for the research, including the attempt to identify the physical and sensual nature of the very young children involved, rather than relying on what their mothers said. Explains the two methodologies used: sofa sessions and “tea and TV” sessions. Concludes that the research methods gave rich results: mothers were educated about their children’s abilities to cope with interactive TV, and the exercise showed how familiarity could bring both children and adults into contact with new technologies.
Materialism among Chinese children in Hong Kong
Authors: Chan Kara
Published: June 2007

Discusses the factors that determine a child’s sense of materialism, and how this can be measured, based on face‐to‐face interviews with 246 children to measure their responses to 14 items; the background to the study is a concern that advertising may influence children to steal in order to buy advertised products. Reviews the literature relating to consumer socialisation, which shows that children understand the concept of possession and value it from a very young age. Concludes that Hong Kong Chinese children do not endorse strongly materialistic values; younger children were more materialistic than older children, and, contrary to the research literature, the current study found no gender difference in materialistic values. Finds also that mere exposure to television advertising and programmes does not contribute to greater materialism.
The “peace and plenty” generation: understanding teenagers’ lives
Authors: Rand Nick
Published: June 2007

Reports research from the Future Foundation which shows that teenagers are basically very satisfied with their lives; they realise that living standards on the whole have never been better. Outlines the research methods, which used interviews with 500 13‐18 year olds living with their parents in the UK, plus four focus groups in different parts of the country. Finds that school is the dominant concern in teenagers’ lives, although they are not always satisfied that it prepares them for adult life; there is no clear generation gap between teenagers and parents, and parents take a strong interest in their teenage children: families are now more open and democratic than they used to be. Concludes that popular myths about teenage rebellion and resentment are untrue, and that most teenagers have close and supportive relationships with siblings and older family members.
Tweens, teens and technology: what’s important now
Authors: Azzarone Stephanie
Published: June 2007

Looks at the relationship between children and technology, based on a telephone survey in 2003 by Child’s Play Communications and Insight Research Group, both of New York City. Finds that the large amount of time that many youngsters spend with rapidly changing technology options is not the negative that many parents believe: it lets them master new skills, develop their identities, and make new friends. Lists the types of technology most often found in homes or backpacks, breaking these findings down by age and sex, and exploring what they gained from these activities. Shows how this research can be used by marketers to communicate with these important audiences: since television, VCRs, PCs, the Internet and video game equipment are the most used options, these will be the best vehicles for conveying product messages.
Do we really want to be ruled by fatheads?
Authors: Ambler Tim
Published: June 2007

Looks at the evidence from the Food Standards Agency (FSA) in the UK that marketing of junk foods is responsible for child obesity, and surveys the FSA website. Queries the soundness of the FSA’s claims to be authoritative in matters of food and healthy diet, focusing on the “comprehensive review of research“ which the FSA commissioned from the Centre for Social Marketing (CSM). Criticises the approach and methodology of the CSM report as being biased against advertising: for example, it ignores research which shows that advertising of alcohol has negligible effect on overall alcohol consumption, it uses loaded language, circularity of argument, unclear criteria for assessing the “relevance“ of the literature selected, and fails to explain why obesity is increasing when advertising on food brands is falling. Concludes that the taxpayer’s money is being wasted on such uninformative research.
KGOY reconsidered: kids just want to be kids
Authors: Kurnit Paul
Published: June 2007

Questions the validity of the KGOY dictum, ie that kids are getting older younger; this has been the driving force behind much dialogue about marketing to children over recent years. Explores the presumptions behind this trend: children are brand aware at earlier ages, they are more technologically aware and “graduate“ from dolls and action figures earlier, and puberty itself is earlier in girls; other issues like obesity, school violence, child abduction and terrorism demonstrate the involvement of children’s issues with the adult world. Reports a KGOY recalibration exercise by KidShop, however, which finds that children, while being aware of issues, are in fact quite satisfied with their status as children, rather than wanting to be older than they are.
“Context is all”: what those marketing to children need to know
Authors: Ellerton Louise
Published: June 2007

Argues that marketers need a more considered understanding of the context in which children are constantly consuming, interacting, learning and relaxing; children are an audience that is becoming increasingly complex and changeable; their concerns are wider than their immediate environment, so that marketers must appreciate that their products and services form only a tiny portion of children’s lives. Explores the filters that affect the child’s concerns with self‐image, performance and identity, and suggests that marketers should draw up an attention plan for their particular audiences, developing this into the technique of context mapping. Discusses the term “proto‐teen”, which reflects the existence of a group of 11 to 14 year olds, as part of the commonality between older tweens and young teens.
What advertising means to children
Authors: Duff Rosemary
Published: June 2007

Reports research by ChildWise into how children approach the advertising they encounter; this is the first fully interactive generation, who can process information with ease. Explores their familiarity with the role of advertising in their lives, whether they can recognise advertising messages when they see them, where they find advertising (typically on TV), what is advertised, whether they approve of advertising and think they can rely on it, whether they think that there are rules regarding advertising, what rules they would like to see, which adverts they enjoy, TV adverts for children’s products, which adverts influence them to want to buy or persuade their parents to buy, and how they would design their own advertising campaigns.
Advertising to children in Sweden
Authors: Plogell Michael , Sundström Jesper
Published: June 2007

Outlines the long tradition of legislation in Sweden relating to advertising to children; this is embodied in the Marketing Practices Act, which covers all media and target audiences. Lists the general principles involved: advertising must not exploit children’s inexperience and credulity, encourage them to persuade others to buy the product, or contain any content which is potentially harmful or dangerous, and it should contain the information that children cannot enter into legally binding agreements and so cannot order goods or services without the consent of their guardians. Discusses the specific regulations prohibiting television advertising to children, the prohibition on direct marketing to children, regulation of lotteries and games, promotions like “free” gifts, and collection of personal data.
Advertising and marketing to children ‐ everybody’s business
Authors: Nixon Bruce
Published: June 2007

Suggests how producers, marketers and advertisers can respond to the debate on marketing to children, especially the concerns about obesity. Emphasises that denial of the problems is not an option, and that simple unawareness on the part of parents accounts for some of the unhealthy eating habits of many children. Contrasts the socially responsible actions of older entrepreneurs like Cadbury and Lever with the more complex attitudes of today’s companies, who know how to avoid prosecution and protect their brand names, but are not actually socially and environmentally responsible, largely because the costs of such behaviour are considerable. Outlines principles for leading transformation in this complex and uncertain world.
Violence in video games
Authors: Wolock Ellen
Published: June 2007

Reviews the longstanding and controversial topic of the effects of video game violence on children. Examines existing research and draws on personal experience and an interview with Doug Lowenstein, President of the Entertainment Software Association, for a view from the video game industry. Reports limitations on the significance of the research: some is short‐term, on one type of game only, or not on the most realistic modern games. Concludes however that there is no reason to believe that playing aggressive games leads to an increase long term in aggressive behaviour: there is a lack of longitudinal study evidence, children are usually able to distinguish between fantasy and reality, and playing violent games may actually channel aggression. Indicates the usefulness of parental involvement in their children’s games and of publications like the “Children’s Software Review”.
Alton Towers “Air”
Authors: Gregory Lindsay
Published: June 2007

Shows how a single creative idea provided the platform for communications which were not only genuinely integrated but permeated the business of theme park Alton Towers: this was the launch of the Air ride, and the advertising for it, which enhanced positive attitudes towards the brand, and led to increased visitorship and secondary spend, plus additional revenue from sponsorship. Explores the careful reinvention of its brand image that Alton Towers, which is the UK’s leading theme park, has undertaken since 1991: this repositioning is away from its original youth brand image to a being family resort destination. Describes the revolutionary nature of the Air rollercoaster ride and details the 2002 advertising campaign for its launch. Includes tables to illustrate the progress made in prompted awareness and related advertising data for the campaign.
Toy commercials across Europe
Authors: de Iulio Simona , Jarrin Zouha
Published: June 2007

Compares toy commercials in France, Germany and Italy in relation to globalisation, which is claimed to produce a uniform consumer culture. Investigates the roles performed by different territories (international, national, regional and local) in advertising directed at children of these different nationalities. Focuses on the apparent tendency towards universalism in the form and content of TV commercials aimed at children, based on a comparative analysis of 163 commercials for toys. Finds that the commercials in the three countries used the same types of persuasion, with toys linked to fantasy worlds, different depictions of boys and girls, and reference to a widely shared extra‐textual body of knowledge; international commercials were much more standardised than for other types of products, and images crossed national boundaries more easily than language, with various reinventions of voiceovers and other verbal messages. Concludes that transnational toy advertising cannot escape local obstacles linked to sociocultural variables.
Children and advertising in Italy
Authors: Luisa Cassandro Maria , Hofer Felix
Published: June 2007

Outlines the legislation in Italy covering advertising to children, who are regarded as the most vulnerable among consumers. Relates Italy’s legislative policy to its membership of the European Union and therefore to Community law. Describes the self‐regulation regime as administered by the Institute for Advertising Self‐Regulation, and the general principles of child protection with regard to safety, children’s lack of experience, and the natural feelings of adults to adolescents and children. Moves on to specific areas such as cigarettes, alcohol, pharmaceuticals, toys, electronic media, radio and TV, and the Internet; children under 14 must not be used in TV commercials or promotions.
Understanding child development
Authors: Spencer Janine
Published: June 2007

Reviews how children change from birth of eight years of age, in terms of perception, conceptual powers, memory and language, and relates this knowledge to responsible marketing. Deals with each of these cognitive development aspects in turn: perception and attention involve ignoring irrelevant stimuli, conceptual development involves seeing the similarities between, for instance Coke and Pepsi, memory development means faster processing capacity, and language development is much faster in terms of comprehension than of production. Applies these child development findings to child marketing: gaining children’s visual attention means giving them enough variety in images, product awareness depends on conceptual development, knowing that children understand more than they say means that quite complicated phrases can be used in adverts, and the difference between memory precision and recall requires that advertising messages must be recalled by children at the appropriate time.
The growing consumer
Authors: Young Brian
Published: June 2007

Looks at how children’s awareness of self and the world around them grows during their childhood, examining children’s limitations and capabilities from age six to adulthood. Outlines two opposing research approaches to child development, one biologically determinate and deriving from Piaget, the other more culture related and associated with Vygotsky; opts for a “natural history” approach that relates children to their various contexts. Details the world of middle childhood, starting at six years of age and covering areas like language, game strategy and humour development, then moves on to the tweens, who become increasingly conscious of brands and the desirability of possessing branded goods; finally discusses youth and the frontiers of adulthood.