Advertising effectiveness has always been difficult to measure due to its complicated impact on the bottom line. The emergence of new channels of communication such as social media, mobile and search has further complicated matters. At the same time, marketers are facing increasing pressure to...

Purpose – This study aims to examine parental styles based on levels of nurturing and authoritarianism to determine mothers' awareness of children's media exposure, likelihood of setting media and consumption limits and communications with children about commercial messages....