Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Nuclear energy promotion using collectable cards aimed at children

Nuclear energy promotion using collectable cards aimed at children This paper aims to examine how an innovative concept was introduced to a new market segment through varied marketing techniques.Design/methodology/approachNewspapers from 1958 were reviewed to assess the impact of a chocolate company advertising campaign targeting children. The paper examines the interpretation of the campaign message and the information contained in an album of collectable cards.FindingsParents leave the teaching role in the hands of companies when they do not clearly understand new technologies such as nuclear energy. Companies can take advantage of what governments introduce into the market to increase their sales.Originality/valueThe originality of the paper lies in the examination of collectable cards as a means of researching marketing history and contributes to the study of market segmentation, particularly in the case of children, focussing on nuclear energy. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

Nuclear energy promotion using collectable cards aimed at children

Download PDF
26 pages

Loading next page...
 
/lp/emerald-publishing/nuclear-energy-promotion-using-collectable-cards-aimed-at-children-zSMnM5cF0j
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1755-750X
DOI
10.1108/jhrm-10-2018-0049
Publisher site
See Article on Publisher Site

Abstract

This paper aims to examine how an innovative concept was introduced to a new market segment through varied marketing techniques.Design/methodology/approachNewspapers from 1958 were reviewed to assess the impact of a chocolate company advertising campaign targeting children. The paper examines the interpretation of the campaign message and the information contained in an album of collectable cards.FindingsParents leave the teaching role in the hands of companies when they do not clearly understand new technologies such as nuclear energy. Companies can take advantage of what governments introduce into the market to increase their sales.Originality/valueThe originality of the paper lies in the examination of collectable cards as a means of researching marketing history and contributes to the study of market segmentation, particularly in the case of children, focussing on nuclear energy.

Journal

Journal of Historical Research in Marketing – Emerald Publishing

Published: Apr 8, 2020

Keywords: Advertising history; Premium; Chocolate; Nuclear energy; Collectable cards; Marketing to children

References

  • Prólogo
    Abad Nebot, F.; Bécquer, G.A.
  • La politica nuclear espanyola: el cas del reactor nuclear argos
    Barca-Salom, F.X.
  • Nuclear power for Catalonia: the role of the official chamber of industry of Barcelona, 1953-1962
    Barca-Salom, F.X.
  • Dreams and needs: the applications of isotopes to industry in Spain in the 1960s
    Barca-Salom, F.X.
  • Secrecy or discretion: the transfer of nuclear technology to Spain during the Franco period
    Barca-Salom, F.X.; Inkster, I.; Calvo, A.
  • Hard-sell ‘killers’ and soft-sell ‘poets’: modern advertising’s enduring message strategy debate
    Beard, F.K.
  • History of advertising and sales promotion
    Beard, F.K.; Jones, D.G.B.; Tadajewski, M.
  • Cigarette cards - irony in propaganda
    Blum, A.
  • American military interests and economic confidence in Spain under the Franco dictatorship
    Calvo-Gonzalez, O.
  • Probable developments in Spain
  • Probable developments in Spain
  • El Legado de Los Amatller
  • The other ‘child study’: figuring children as consumers in market research, 1910s–1990s
    Cook, D.T.
  • Valves of desire: a historian’s perspective on parents, children, and marketing
    Cross, G.
  • The Americanization of Italian advertising during the 1950s and the 1960s: mediations, conflicts, and appropriations
    De Iulio, S.; Vinti, C.
  • La financiación exterior del desarrollo industrial español a través del IEME (1950-1982)
    De La Torre, J.; Rubio-Varas, M.d.M.
  • Nuclear power for a dictatorship: state and business involvement in the Spanish atomic program, 1950-85
    De La Torre, J.; Rubio-Varas, MdM.
  • Learning by doing: the first Spanish nuclear power plant
    De La Torre, J.; Rubio-Varas, MdM.
  • Publicidad y prensa en la dictadura franquista: el caso de la prensa del movimiento
    De Las Heras Pedrosa, C.; Jambrino Maldonado, C.; De Haro de San Mateo, M.V.
  • Distribución y publicidad
  • Propuestas cronológicas Para la historia de la publicidad/chronological proposals for advertising history
    Fernández Poyatos, M.D.
  • Modernity in British advertising: selling cocoa and chocolate in the 1930s
    French, M.
  • How modern is modern marketing? Marketing’s evolution and the myth of the “production era
    Fullerton, R.A.
  • Building brand awareness with a bowl of cherries
    Guenzi, A.
  • The media and politics in Spain: from dictatorship to democracy
    Gunther, R.; Montero, J.R.; Wert, J.I.; Gunther, R.; Mughan, A.
  • Periodization in marketing history
    Hollander, S.C.; Rassuli, K.M.; Jones, D.G.B.; Dix, L.F.
  • The advertising industry and alcohol in interwar France
    Howard, S.
  • Economic aid and foreign trade: how they help to protect our freedom
    Lodge, J.D.
  • Consumo y precios
    Maluquer de Motes, J.; Carreras, A.; Tafunell, X.
  • Physical activity and youth in the Franco dictatorship (1937-1961)
    Manrique Arribas, J.C.
  • La publicidad española durante el franquismo (1939-1975). De la autarquía al consumo
    Montero, M.
  • Cold war consumption and the marketing of childhood in the soviet union and the United States, 1950-1960
    Peacock, M.
  • Twentieth-century magazine advertising: determinants of informativeness
    Pollay, R.W.
  • The subsiding sizzle: a descriptive history of print advertising, 1900-1980
    Pollay, R.W.
  • The United States and Spain: from Franco to Juan Carlos
    Powell, C.; Townson, N.
  • Nota histórica: una conferencia de josé maría albareda ante las autoridades académicas alemanas
    Presas I Puig, A.
  • La correspondencia entre josé M. Otero navascués y karl wirtz, un episodio de las relaciones internacionales de la junta de energía nuclear
    Presas I Puig, A.
  • Science on the periphery. The Spanish reception of nuclear energy: an attempt at modernity?
    Presas I Puig, A.
  • Growth and macroeconomic performance in Spain 1939-1993
    Sanz, J.C.; Prados de la Escosura, L.; Crafts, N.; Toniolo, G.
  • Harry Haven Kendall
    Schmidt, G.L.
  • The subsiding sizzle of advertising history: methodological and theoretical challenges in the post advertising age
    Schwarzkopf, S.
  • Beyond cultural imperialism: rethinking Americanization, national identity, and ‘difference’ in Post-Franco Spain
    Stapell, H.M.
  • The economics of collectible goods
    Stoller, M.A.
  • The development and transformation of monetary meanings in the child
    Strauss, A.L.
  • Consumer socialization
    Ward, S.
  • Wishful thinking: retail premiums in mid-nineteenth-century America
    Woloson, W.A.