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Child Targeted Tv Advertising And Its Influence On The Child- Parent Purchase Relationship:, Catriona Nash, Serge Basini
Child Targeted Tv Advertising And Its Influence On The Child- Parent Purchase Relationship:, Catriona Nash, Serge Basini
Conference proceedings
Since the 1970s an argument has raged over the influence child targeted advertising has on its young audiences (Lawlor & Prothero 2003). An area of particular interest is the effect of child targeted advertising on the parent-child purchase relationship, commonly referred to as ‘pester-power’. In recent years, harnessing its power has become a Holy Grail for those who believe it to be the key to parent’s purse strings (Harding 2004). Industry spending on advertising to children has significantly increased in the past decade, from $100 million in 1990 to more than $2 billion in 2000 (www.media-awareness.ca). This paper outlines preliminary …
Exploring The Relationship Between Customer Loyalty And Electronic Loyalty Schemes: An Organisational Perspective, Edmund O'Callaghan, Joan Keegan
Exploring The Relationship Between Customer Loyalty And Electronic Loyalty Schemes: An Organisational Perspective, Edmund O'Callaghan, Joan Keegan
Conference proceedings
Electronic loyalty schemes (ELSs) first appeared on the Irish retail landscape when Superclub was launched by the Irish grocery multiple Superquinn in 1993. While ELSs are now commonplace in the Irish retail sector, the rationale for their introduction remains unclear. Loyalty measurability remains a ubiquitous concern within the business literature. This paper offers an organisational perspective on the role and operation of one electronic loyalty scheme. It investigates the benefits of ELSs and their contribution or otherwise to the development of loyalty. The paper reiterates the belief that the real advantage of ELSs resides with their data mining potential to …