Publication:
Nuclear energy promotion using collectable cards aimed at children

Date

2020

Director

Publisher

Emerald
Acceso abierto / Sarbide irekia
Artículo / Artikulua
Versión aceptada / Onetsi den bertsioa

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

Advertising history, Premium, Chocolate, Nuclear energy, Collectable cards, Marketing to children

Department

Gestión de Empresas / Enpresen Kudeaketa / Institute for Advanced Research in Business and Economics - INARBE

Faculty/School

Degree

Doctorate program

item.page.cita

Aramendia-Muneta, M. E. (2020). Nuclear energy promotion using collectable cards aimed at children. Journal of Historical Research in Marketing, 12(1), 75-100. https://doi.org/10.1108/JHRM-10-2018-0049.

item.page.rights

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