| Author: | Lawlor, M-A. Prothero, A. |
| Title: | The established and potential mediating variables in the child's understanding of advertising intent: towards a research agenda |
| Journal: | Journal of Marketing Management
2002 : JUL, VOL. 18:5-6, p. 481-499 |
| Index terms: | ADVERTISING CHILDREN COGNITION DEVELOPMENT |
| Language: | eng |
| Abstract: | This paper aims to explore in detail the issue of advertising intent, with particular reference to the child. It proposes an exploratory framework which aims to consider the established and potential mediating variables in the child's understanding of advertising intent. |
SCIMA