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Kids and Branding In A Digital World$
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Barrie Gunter

Print publication date: 2015

Print ISBN-13: 9780719097874

Published to Manchester Scholarship Online: May 2016

DOI: 10.7228/manchester/9780719097874.001.0001

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Children and digital branding

Children and digital branding

Chapter:
(p.79) 4 Children and digital branding
Source:
Kids and Branding In A Digital World
Author(s):

Barrie Gunter

Publisher:
Manchester University Press
DOI:10.7228/manchester/9780719097874.003.0005

The emergence of digital communications media has transformed the marketing landscape for all consumers. Marketers have embraced many new platforms for the promotion of their brands during the 21st century. The emergence of the internet has been a critical factor here along with the dramatic rise of mobile technology and the increased computerisation of television sets. These developments have enabled marketers to establish new forms of brand marketing that often differ in their appearance from the more traditional styles of advertising in the older mass media and retail settings. The current chapter begins by examining how children respond to overt and distinctive brand marketing whereby brand messages are clearly differentiated from the non-advertising content in which they are embedded and then how this might differ from newer digital marketing forms. With traditional forms of brand promotion, what do we know about children's consumer socialisation and how relevant is that older learning in enabling them to cope with newer forms of digital marketing?

Keywords:   Advergames and adverworlds, Corporate sites, Digital branding, Interactive marketing, Social media, Web advertising

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