ADVERTISING
Advertising to children and young people presents major challenges, in terms of what is permissible, the nature of the message, and the best channels to use. They are media savvy, and can see the potential of integrated campaigns, delivering an all-round experience, but can also be unforgiving of less well executed examples.
Increasing time spent online, the growth in social networking sites, and more TV viewing via on demand, YouTube or other online channels, means that successful advertising needs to prove its relevance and value to them.
CHILDWISE work with organisations to evaluate and track campaigns, and to provide input into development.
CLIENTS / CASE STUDIES – ADVERTISING
- Department for Transport Advertising
Regular waves of face-to-face interviews carried out from 2004 onwards. - NSPCC
Ongoing tracking research among children and young people, interviewing 11-16 year olds twice yearly in schools. CHILDWISE have carried out this research from 2005 onwards.
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ChildWise PUBLISHED DATA – ADVERTISING
- CHILDWISE Monitor Report 2009/2010
The CHILDWISE Monitor is a comprehensive annual report focused on children's and teenagers' media consumption, brand attitudes and key behaviour, now in its sixteenth year. This year, more than 2000 children aged 5-16 were interviewed in depth on a range of topics.
» Read more - CHILDWISE Trends Report 2009
The CHILDWISE Trends Report gives media and purchasing behaviour for 5-16 year olds since 1994, using data drawn from the annual CHILDWISE Monitor Report.
» Read more - Children and Advertising 2003
What does advertising really mean to young children? To what extent are they influenced by the many messages that they receive each day? Which are the adverts that appeal most, and why? This report looks at children's response to advertising - plus children's own ideas for an advertising campaign. This report comes at a time of intense debate into the regulation of advertising to children, and picks up on the growth in media literacy.
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USEFUL LINKS - ADVERTISING
- Advertising Association – The Advertising Association submitted their report to the Department for Children Schools and Families, setting out results from independent research looking at children’s wellbeing, and reporting on long term trends. 26 January 2009.
Visit www.adassoc.org.uk/NEWS_RELEASE.pdf