Chapters

Introduction ( written by a sociologist)

• Description of the consumer society with its negative side effects and establishing the fact that many of us notice them or suffer from them, and it is not necessary to be like that. 

Conflicts with traditional values (written by a child  psychologist)

• Pointing out the areas where the advertising/marketing is in conflict with the family's traditional values in different age groups.
• Explains what are the "common" qualities in us what makes us reacting more-less the same way to certain effects (sheep, peer-pressure), exploited by the mass media, and what make us different, individual, what can protect us. 
• Explaining the psychological and emotional tools to influence our decisions.

The world of media  (written by a market research expert)

• The power of brand names. 
• Details about the attractiveness of sweet/silly cartoons, comics, violence, what are the "baits" to glue the children in front of the TV or magazines, where they become emotionally "receptive" for the advertisements. Make the parents aware, that TV programs and magazines only the media to transmit advertisements. Programs, articles are selected to create positive environments, feelings for the advertisements, so themself also have to considered as adverts.
• Have to understand, that our conscience and subconscience is a battleground of companies who competing with each other using ever more sophisticated methods to eventually the consumer choose their product.

Conclusion  (written by the editor)

• It is possible to achieve limited success on individual level with children, but it causes tension with the other "not immunised" children, therefore a wider action is necessary. Expecting stronger control from the official bodies is futile, so need to start from "below".
• Outlining the fair legal demands of  "advertisement-free" public areas where people/families can spend their life without aggressive influences. (bus stops, streets close to schools, kindergartens, TV channels, effective turning off advertisements on Internet, etc). Can that be an individual's right to minimise/select the advertisements around himself ?

Crash course on marketing for the parents

• In supermarkets the products  placed on the eye-level brings the most profit.
• Loss leaders: very cheap products attracts in the customers, who also shops the expensive stuff too. 
• The buy now pay later offer
• Pyramid sells
• Telephone sales - pushy salesman who have a "yes, but..." for every resistance
• The directed choice (the alternatives are useless on purpose)
• ....

Preparing children

It is surprising how receptive the children are if these complicated issues explained to them in the correct ways.

• Make a habit of showing the difference between the photo on the box or on the advertisements and the real product. (eg. box of muesli, icecream, etc.) Every time the advertisement exaggerate, make them aware of it.
• Pointing out that they wont become Spiderman/Barbie by eating chocolate with a Spiderman/Barbie character...

Glossary
The most typical good and bad advertising practices for guidance for the parents.

Advertainment Hybrid online advertising and entertainment. Contains an advertising message in an entertaining format that encourages consumption. Typically used for video and music promotion and usually contains an interesting interactive element to engage viewers.

Advertorial An advertisement that is designed to look like an editorial article. It has to be identified as an advertisement in a publication but is not necessarily on a website.

Bait advertising Advertising that offers unusually low prices for items in order to draw a customer into an online store where the low-priced item is usually not available. Customer is convinced to buy a similar but more expensive product.

Banner A horizontal or vertical graphic element on a web page used to title the page, head a new section, present a company's or advertiser's message or provide a link to another page.


Behavioural research The study of human behaviour. Actions as opposed to opinion

Brand mark

A recognisable graphic or wording that identifies a brand, such as a logo.

Brand name

The element of a brand that can be vocalised, i.e. words and numbers.

Click tracking To track movements of individual users to a web site.

Click-through The number of times users click on a online ad and go to the advertiser's site to sign up for something, to make a purchase, or just to get more information.

Cluster theory The marketing theory which states that customers sharing demographic or other characteristics are likely also to share buying preferences.

Cold Call  The process of contacting a person (known as a prospect) that has no prior relationship with you, e.g. a telemarketing  company calling from a previously uncontacted database. 

Collaborative filtering Profiling of customer interests coupled with delivery of specific information and offers, often based on the interests of groups of similar customers.

Cross-selling  Using a customer´s buying history to select them for related offers, e.g. a car alarm for new car buyers.

Data mining The analysis of data for relationships. With information supplied over the net already in digital format, details can be loaded into databases where software can search for similarities, differences and patterns that can feed into marketing initiatives or launches.



Market Research The Market Research Society (MRS) defines research as follows: The collection and analysis of data from a sample of individuals or organisations relating to their characteristics, behaviour, attitudes, opinions or possessions. It includes all forms of marketing and social research such as consumer and industrial surveys, psychological investigations, observations and panel studies.