Is children's understanding of nontraditional advertising comparable to their understanding of television advertising?

Journal of Public Policy and Marketing

Volumn 32, Issue 2, 2013, Pages 195-206

  Owen, Laura ^a   Lewis, Charlie ^a   Auty, Susan ^b   Buijzen, Moniek ^c  

^a UNIVERSITY OF READING   (United Kingdom)

^b Lancaster University   (United Kingdom)

^c RADBOUD UNIVERSITY NIJMEGEN   (Netherlands)

Author keywords

Advergames; Children; Cognitive defenses; In game brand placement; Nontraditional advertising; Television advertising

Indexed keywords

EID: 84890257119     PISSN: 07439156     EISSN: 15477207     Source Type: Journal    
DOI: 10.1509/jppm.09.003     Document Type: Article

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