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Digital media enhances brand relationships with children

Marketers are able to more effectively create brand relationships with children through online channels rather than traditional media platforms.

Researchers from the University of Sydney used food brands to examine receptiveness to advertising presented in an interactive way by marketers. They found marketers used methods such as presenting the brand as a “prize”, part of an entertaining web page, connecting socially on Facebook, or using the brand as a “person” on social media - such as answering questions as the brand.

Online strategies used by marketers help create seamless relationships between children and brands. Dr. Teresa Davis from the University of Technology, Sydney, suggests self-regulation is the way around ‘under the radar’ techniques.

Read more at University of Sydney

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