Media Planning - the impact of TV advertisements on children - upadhyaya, makarand
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This book examines research concerned with advertising to children on television. Its purpose is to establish the status of our knowledge about how children respond to advertising on television, how much the research evidence can be taken at face value, and the degree to which research can use fully inform regulation of advertising aimed at young viewers. It comes at a time when concern is growing about the effectiveness of television advertising in light of technological developments in media. Such developments include the rapid growth of television channels that are available via a number of…mehr

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Produktbeschreibung
This book examines research concerned with advertising to children on television. Its purpose is to establish the status of our knowledge about how children respond to advertising on television, how much the research evidence can be taken at face value, and the degree to which research can use fully inform regulation of advertising aimed at young viewers. It comes at a time when concern is growing about the effectiveness of television advertising in light of technological developments in media. Such developments include the rapid growth of television channels that are available via a number of platforms-terrestrial, satellite, and cable-and that are being further facilitated through the transition of broadcasting from analogue to digital transmission.Digitalization means not only more television channels for viewers to choose from but also greater scope for interactivity. This, in turn, may mean more power to consumers to select what to watch,when to watch, and how to watch.
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Autorenporträt
Dr. Makarand Upadhyaya is a professor in the area of Marketing Management. He has 24 years of teaching experience at M.B.A. level programmers at national and international level. Dr. Upadhyaya has written more than sixty research papers/articles in reputed journals and edited books and he has taken sessions in more than fifty MDPs.