Transcript Document

Project
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You may do this individually or with a partner
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Resource for parents, teachers, and/or children (10%)
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Aimed at specific age group (6-9, 10-12, 13-16)
Guidelines/criteria for the Web
Be creative
Paper rationalizing your resource and criteria (25%)
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8 - 10 pages
APA style
Reference class material
Reference other resources
Advertising
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Types of ads
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Banner
Skyscraper
Showcase
Vertical
Button
Keystone link
Pop-up, Over-the Page
Pop-under
Transition
Exit
How Much Real Estate Do Ads Occupy?
http://www.useit.com
/alertbox/20030210.html
Annoyance Factor
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49% “strongly agree” that pop-ups get noticed
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33% “strongly agree” that banners get noticed
BUT
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62% “strongly agree” that pop-ups interfere with
reading
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31% “strongly agree” that banners interfere with
reading
How People Use the Internet 2001
Functions of Ads
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Sell
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Promote another Web site
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Contests, sweepstakes
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Collect information about user
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Support administration of the Web resource
Canadian Code of Advertising
Standards (1990)
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No deception
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Full explanation of guarantees and warranties
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No depictions of product use that promotes unsafe or
dangerous practices
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Not demeaning
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No exploitation of children’s credulity or innocence
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No presentation of info to children which could cause
harm
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Products forbidden to minor will not be made
appealing to them
Canadian Marketing Association
Code of Ethics and Standards
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Marketing to Teens
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Don’t transmit e-mail w/o consent
E-mail must clearly identify marketer
Marketers must not send e-mail to recipients who
indicate they don’t want it
When collecting data, must inform what data and for
what purpose
Canadian Marketing Association
Code of Ethics and Standards
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Special considerations for children (< 13)
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Recognize knowledge and sophistication of children
Do not exploit children’s credulity
Recognize that not all marketing techniques are
appropriate for children
Must use simple language
Don’t pressure child to use parent to buy
May not accept an offer w/o parental consent
May collect personal info for games and contests w/o
parental consent IFF
Collect only info necessary to determine winner
Contacts parent of winner
Do not retain info at the end of the contest
Do not share info with anyone else
Montgomery Questions
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How do digital ads affect children at different
cognitive and social/emotional levels?
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Recognizing the advertising pervades all life, what
would a “safe-zone” on the Web look like? How
practical would such a zone be?
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How can we contribute to research to determine
effect on children of digital advertising?