Avertising targeted towards children:are legal controls effective? The case of Belgium

Derbaix, Christian;Pecheux, Claude
(2006) Consumer Behaviour: A European Perspective — ISBN: [2744071358], p. 487-489, published

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Authors
  • Derbaix, ChristianFUCaM
    Author
  • Pecheux, ClaudeFUCaM
    Author
Abstract
(en) Is an advertisement more efficient if it appears during or around children's programmes rather than during or around family programmes , as suggested by the "Five minutes" rule ? Two experimnts were implemented and did not provide a positive answer to this question.
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  • Louvain School of ManagementMarketing

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Derbaix, C., & Pecheux, C. (2006). Avertising targeted towards children:are legal controls effective? The case of Belgium. In Solomon, Bamossy, Askegaard et Hogg (ed.), Consumer Behaviour: A European Perspective (p. p. 487-489). Prentice Hall. https://hdl.handle.net/2078.5/87158