利用针对儿童的可收藏卡片进行核能宣传

IF 0.5 Q4 BUSINESS

Journal of Historical Research in Marketing Pub Date : 2020-03-02 DOI:10.1108/jhrm-10-2018-0049

M. E. Aramendia-Muneta

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引用次数: 1

摘要

本文旨在研究如何通过各种营销技术将创新概念引入新的细分市场。研究人员回顾了1958年的报纸，以评估一家巧克力公司针对儿童的广告活动的影响。本文考察了竞选信息的解释和收集卡片相册中包含的信息。在美国，当家长不清楚核能等新技术时，他们就把教学的角色交给了公司。公司可以利用政府向市场推出的产品来增加销售。该论文的独创性在于将可收集卡片作为研究营销历史的一种手段，并有助于研究市场细分，特别是在儿童的情况下，重点关注核能。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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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.,Newspapers 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.,Parents 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.,The 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.

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来源期刊

Journal of Historical Research in Marketing BUSINESS-

CiteScore

0.90

自引率

33.30%

发文量

期刊介绍： Launched in 2009, Journal of Historical Research in Marketing is the only quarterly, peer-reviewed journal publishing high quality, original, academic research that focuses entirely on marketing history and the history of marketing thought. Pedagogical and historiographical / methodological essays are also welcome as long as they are grounded in a marketing and historical context. The essence of an historical perspective is a thorough, systematic, critical awareness of the changes (or continuity) in events over time and of the context in which change or continuity occurs. In addition to regular full length research articles, the Journal occasionally features material under the following sections. Explorations & Insights includes invited commentaries about marketing history and the history of marketing thought. These tend to be shorter (three to six thousand words) than the full articles that run in each issue. Sources of Historical Research in Marketing includes short essays introducing unexplored and novel archives and other primary historical resources, their contents and relevance to marketing history. Archivists or library professionals who believe their collections might be of interest to marketing historians are invited to submit essays to contribute to this section. JHRM also invites historical review essays that focus on historically important marketing books under the section Forgotten Classics. Examples of these historical reviews can be found in past issues of the Journal and those suggest an approach for potential submissions. Authors are advised to check with the editor about the suitability of a book title before submitting a Forgotten Classics review for consideration.