haku: @indexterm children / yhteensä: 229
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| Tekijä: | Rust, L. |
| Otsikko: | How to reach children in stories: marketing tactics grounded in observational research |
| Lehti: | Journal of Advertising Research
1993 : NOV-DEC, VOL. 33:6, p. 67-72 |
| Asiasana: | ADVERTISING CHILDREN RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | This is the second of two articles based on an in-store observational study by the Children's Research Council of the Advertising Research Foundation. The first paper (Rust, 1993) focused on the design and methods of the study. This part explores the marketing implications of the findings. The authors studied parents and children shopping together in order to develop ways of conceptualizing what they do in stores. The observations were analysed using the methods of Grounded Theory Development. |
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