Introduction

Children are constantly being bombarded by advertising, whether it be by watching television, reading in a magazine, seeing billboards on the highway, or surfing the web. Because children are very impressionable at young ages

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UNC-CH Library Sources

Print Sources
> Macklin, M. Carole, Les Carlson. Advertising to children : concepts and controversies. Thousand Oaks, California: Sage Publications, 1999. HQ784.T4 A29 1999.
>Marconi, Joe. Shock marketing: advertising, influence and family values. Chicago: Bonus Books, 1997. HF6146.T42 M347 1997.

Non-Print Sources
> Marketing the Myths, 16mm, 25 min. Television Advertising, USA, 1977. 65-J193

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Web Sources

> "Insider's Report: Robert Coen Presentation On Advertising Expenditures"
Refers to the corporate spending in all forms of media in the 2001 and 2002 years. There is a a budget breakdown for all mediums.

> "Buy Me That: The Powerful Influence of TV Toy Commercials"
It contains information dealing with the influence that television commercials have on children and their parental shopping patterns. The ads that are directed directly toward children have a much greater influence on their behaviors.

> "Marketing to Children"
This very informational web site contains links and data that deal with marketing toward the youth. It has an extensive description of the development of a consumer, beginning at a very young age.

> "Advertising and your Child"
This web site functions as a service to parents in helping them understand the strong impact that ads can have on children.

> "Children, Race & Advertising"
The web site deals with the ethical issue that companies face when their advertisements are directed toward children. According to this site, children are bombarded at a much too early age with commercials because they are too impressionable.

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Electronic Databases

> Friday, Prentiss. “Study eyes families' TV viewing.” The Post and
Courier (Charleston, SC), Sunday Final Edition, 24 November 2002. Database online. Available from Academic Lexis-Nexis <http://eresources.lib.unc.edu/cgi-bin/external_database_auth?A=P|F=Y|ID=12|URL=http://web.lexis-nexis.com/universe> [29 January 2003].

> McNeal, James. “How well marketing works on kids (What the Numbers Say).” Curriculum Review Vol. 42, September 2002. Database online. Available from Infotrac Web Expanded Academic ASAP. <http://eresources.lib.unc.edu/cgi-bin/external_database_auth?A=P|F=Y|ID=17|URL=http://infotrac.galegroup.com/itweb/unc_main> [29 January 2003].

> Pecora, Norma. “Children and television advertising from a social science perspective.” Critical Studies in Mass Communication Vol. 12, September 1995. Database online. Available from Infotrac Web Expanded Academic ASAP. <http://eresources.lib.unc.edu/cgi-bin/external_database_auth?A=P|F=Y|ID=17|URL=http://infotrac.galegroup.com/itweb/unc_main> [29 January 2003].

> Moore, Elizabeth S. “Children, advertising, and product experiences: A multi method inquiry.” Journal of Consumer Research Vol. 27, Iss. 1, June 2000. Database online. Available from ABI/INFORM Global. <http://proquest.umi.com/pqdweb?RQT=307&Sid=3&StPt=11&Ret=10&INT=0&SelLanguage=0&TS=1044226811> [29 January 2003].

> Kelly, Kathleen, Michael D. Slater, David Karan. “Image Advertisements' Influence on Adolescents' Perceptions of the Desirability of Beer and Cigarettes.” Journal of Public Policy & Marketing Vol. 21, No. 2; Pg. 295. Database on-line. Available from Lexis-Nexis. <http://eresources.lib.unc.edu/cgi-bin/external_database_auth?A=P|F=Y|ID=12|URL=http://web.lexis-nexis.com/universe> [29 January 2003].

> Roedder, Deborah. “Consumer socialization of children: A retrospective look at twenty-five years of research.” Journal of Consumer Research, Vol. 26, Iss. 3, December 1999. Database online. Available from ABI/INFORM Global. <http://proquest.umi.com/pqdweb?RQT=307&Sid=3&StPt=11&Ret=10&INT=0&SelLanguage=0&TS=1044226811> [29 January 2003].

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Mini Essay

Title: Online Advertising: Where it was and where it’s going
(Topic Area: New Trends)

Advertising strategies have evolved alongside technology for the past century, beginning with the invention of the printing press, then moving on to the radio, next the television, and now it has bombarded the worldwide web.

Since the birth of online advertising in October of 1994, the new medium has had significant growth. The simple, first type of online advertisements were known as banner ads. These basic advertisements were located on the web pages, however did not distract the viewer all that much. However with today’s technology, ads have become a lot more engrossing.

Pop-up ads were the newest craze with online marketing agents beginning in 2001. These ads usually surprise the viewer with extravagant animation and loud sound effects that take control of the screen for a few seconds.

However research has found that the effectiveness of pop-up ads has decreased considerably over the past year. According to Bruce Miller’s article, a study has shown that less than 10% of all online advertisers use the pop-up format today. Companies believe that these ads may spoil the brand image that consumers already have in place about products.(1)

Some internet users may ponder the necessity of these online advertisements. Many people get frustrated with the barrage of banner ads, click-through ads and pop-up ads. However, these marketing strategies help keep the cost of web pages and internet providers down. (2)

According to the Internet Advertising Bureau, they have recently developed customary standards that will force online advertising agencies to provide clients and viewers with important information regarding internet advertisements. They are trying to make marketing on the internet more comparable to that of television and radio. (3)

Adolescents are now the most targeted group online now because they are the first generation to grow up with the internet. These young, impressionable people are being targeted because they are the fastest growing group of online users.

Notes:
(1) Bruce Miller, “Will 2003 be better for advertising?” The Daily Record (Baltimore, MD), 3 January 2003. Database online. Available from Lexis-Nexis. <http://eresources.lib.unc.edu/cgi-bin/external_database_auth?A=P|F=Y|ID=12|URL=http://web.lexis-nexis.com/universe> [29 January 2003].
(2) “Poor reaction hits pop-up use.” New Media Age. 19 September 2002. Database online. Available from Infotrac. <http://eresources.lib.unc.edu/cgi-bin/external_database_auth?A=P|F=Y|ID=17|URL=http://infotrac.galegroup.com/itweb/unc_main> [29 January 2003].
(3) Bob Schmetterer, “Meeting the measurement challenge.” Mediaweek, 5 May 1997 Vol. 7. Database online. Available from Infotrac. <http://eresources.lib.unc.edu/cgi-bin/external_database_auth?A=P|F=Y|ID=17|URL=http://infotrac.galegroup.com/itweb/unc_main> [29 January 2003].

Web Sites pertaining to Internet Advertising
Internet Advertising History
Brief Description: The web site contains a timeline of online advertising beginning in April of 1994. It explains all the important events that occurred in the advertising world online.

Internet Advertising
Brief Description: This web site contains links to important information about marketing via the web. It has a definition of internet advertising as well as comparative information about traditional advertising and advertising online.

Children and the Internet
Brief Description: The web site has information dealing with children and the use of the web. It also contains important information about the use of the internet in schools and homes by adolescents.

Internet Advertising
Brief Description: This web site has statistical information about advertising and the web. There are links to other relevant issues, such as interactive advertising and broadband advertising.

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