, toddlers, seven-to-14 year old children, and older teenagers. Some parents and some social analysts claim to see a difference between targeting children to sell clothes and targeting children to sell dolls. Conceptually, there does not appear to be a great deal of difference. If a sufficient number of parents perceive a difference, however, Mattel's marketing effort could become a blunder.
Milk producers in the United States have conducted the "Got Milk?" advertising campaign for years. The focus of the campaign, however, has been on adults. In 1997, however, the milk producers rolled out "Got Milk?" advertising that focused directly on children with television spots that were designed to appeal to children (Goodby & Silverstein, 1998). The "Got Milk?" campaign targeting children is in line with other food marketing campaigns, such as breakfast cereals, that have targeted children directly for decades. The advertising campaigns for sugary cereals have generated a lot of opposition from both nutritionists and parents over the ye
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