An Assessment towards Advertisement with Warning Label: Attached on the Product Packaging: Kids vs Tweens

Rizal Edy Halim, Faisal Muttaqin

2018

Abstract

Social marketing becomes an academic urgency in the field of marketing science as a result of the many negative effects arising from business marketing activities. The main targets of such unhealthy product marketing are children and adolescents. Correspondingly, this study targets the age groups of kids and tweens. The method used in this research is experiment lab, which involved 180 participants from two age groups namely kids and tweens. As a result, the study found that the influence of warning label on the age of tweens is greater than in the age of the children. Meanwhile, the use of visual and textual warning label using social consequences as content proved to be effective at the age of tweens. The results of this study are useful for the science development of social marketing, especially within the study of warning labels, specifically to give recommendation for some alternative warning labels with the additional use of social consequences content.

Paper Citation

in Harvard Style

Halim R. and Muttaqin F. (2018). An Assessment towards Advertisement with Warning Label: Attached on the Product Packaging: Kids vs Tweens.In Proceedings of the 7th International Conference on Entrepreneurship and Business Management - ICEBM Untar, ISBN 978-989-758-363-6, pages 337-342. DOI: 10.5220/0008492803370342

in Bibtex Style

@conference{icebm untar18,
author={Rizal Edy Halim and Faisal Muttaqin},
title={An Assessment towards Advertisement with Warning Label: Attached on the Product Packaging: Kids vs Tweens},
booktitle={Proceedings of the 7th International Conference on Entrepreneurship and Business Management - ICEBM Untar,},
year={2018},
pages={337-342},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0008492803370342},
isbn={978-989-758-363-6},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 7th International Conference on Entrepreneurship and Business Management - ICEBM Untar,
TI - An Assessment towards Advertisement with Warning Label: Attached on the Product Packaging: Kids vs Tweens
SN - 978-989-758-363-6
AU - Halim R.
AU - Muttaqin F.
PY - 2018
SP - 337
EP - 342
DO - 10.5220/0008492803370342