Marketing to Children

Paper Summary:

This paper reviews various methods used by companies to attract children. The traditional method of television has long been a successful vehicle for marketing goods and services to children, even when the goods being purchased are being purchased by adults. The writer states that children are one of the most rapidly growing groups of users of the Internet and therefore explores E-commerce as it is embraced by industry as a whole.

From the Paper:

"Electronic commerce brings together buyers and sellers through the Internet, eliminating (in some cases), or minimizing (in other cases), the need for significant physical presence (so-called brick-and-mortar commerce) (Emmanuel, 1999, p. 2-8). Electronic commerce makes it possible for even small organizations to conduct business on a global level, and inventory levels for retailers are often minimized as orders for goods are placed only when the sale is made and funds received, a transaction which is also handled electronically."

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