Muttaqin, Faisal (2018) An Assessment towards Advertisement with Warning Label: Attached on the Product Packaging: Kids vs Tweens. In: International Conference on Entrepreneurship and Business Management (ICEBM) Untar, 8-9 November 2018, Bali.
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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
| Item Type: | Conference or Workshop Item (Paper) |
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| Uncontrolled Keywords: | Social Marketing, Warning Label, Social Consequence Label, Kid and Tween, Unhealthy Food and Beverage |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis Islam > Haji dan Umrah |
| Depositing User: | S.IP Muhammad Yusrizal |
| Date Deposited: | 07 Dec 2020 01:14 |
| Last Modified: | 07 Dec 2020 01:29 |
| URI: | http://repository.iainbengkulu.ac.id/id/eprint/5046 |
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