Publication: Nuclear energy promotion using collectable cards aimed at children
Date
Director
Publisher
Project identifier
Métricas Alternativas
Abstract
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.
Description
Keywords
Department
Faculty/School
Degree
Doctorate program
item.page.cita
item.page.rights
© Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the Publisher.
Los documentos de Academica-e están protegidos por derechos de autor con todos los derechos reservados, a no ser que se indique lo contrario.