Purpose – This paper seeks to identify the focus areas for marketing strategies targeting children. Design/methodology/approach – The paper integrates and structures key insights from existing research on children's influence and roles in decision making and postulates a planning framework...

Purpose – This paper aims to study whether age impacts the responses to different communication cues in terms of brand recall, attitude toward advertisement, attitude toward brand and purchase intention, and which age groups respond more favorably to a given cue. Design/methodology/approach...