Advertising directed to children: A look at the mother's point of view
Stephen C. Cosmas Ph.D., Niki Yannopoulos M.B.A.
Journal of the Academy of Marketing Science · 1981 · Volume 9 · Issue 3
Abstract
The issue of whether to ban children's advertising from television has generated quite a controversy over the past several years. One view of the controversy which has received little attention, however, is the mothers'. This paper looks at those mothers who are both pro can con with regard to the idea of banning children's advertising.
Keywords
Federal Trade Commission, Television Advertising, Advertising Research, Brand Relationship, Influence Attempt
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