Aramendia Muneta, María Elena

Profile Picture

Email Address

person.page.identifierURI

https://academica-e.unavarra.es/handle/2454/48555

Birth Date

Job Title

Last Name

Aramendia Muneta

First Name

María Elena

person.page.departamento

Gestión de Empresas

person.page.instituteName

INARBE. Institute for Advanced Research in Business and Economics

ORCID

0000-0001-6167-3194

person.page.observainves

88658

person.page.upna

6579

Name

Filters

20201
Reset filters

Settings

Has files: true × Subject: Collectable cards ×

Search Results

Now showing 1 - 1 of 1
  • Thumbnail Image
    PublicationOpen Access
    Nuclear energy promotion using collectable cards aimed at children
    (Emerald, 2020) Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
    Purpose: This paper aims to examine how an innovative concept was introduced to a new market segment through varied marketing techniques. Design/methodology/approach: Newspapers from 1958 were reviewed to assess the impact of a chocolate company advertising campaign targeting children. The paper examines the interpretation of the campaign message and the information contained in an album of collectable cards. Findings: Parents leave the teaching role in the hands of companies when they do not clearly understand new technologies such as nuclear energy. Companies can take advantage of what governments introduce into the market to increase their sales. Originality/value: The originality of the paper lies in the examination of collectable cards as a means of researching marketing history and contributes to the study of market segmentation, particularly in the case of children, focussing on nuclear energy.