van Reijmersdal, Eva A.; Rozendaal, Esther; Buijzen, Moniek - In: Young Consumers 16 (2015) 3, pp. 251-263
Purpose – The purposes of this paper are to investigate the effects of integrated advertising formats on the persuasion of children, children’s awareness of the persuasive intent of these formats and how this awareness mediates the level of persuasion. Design/methodology/approach – An...