The paper "Impact of Direct Marketing on Children" is a good example of a marketing report. The research which looks to explore the manner in which direct marketing is having an impact on children and the manner in which the Australian government has developed different protection laws to protect the children shows important results. The research paper brings forward the manner in which different dimensions of direct marketing has an impact on children and the long term impact it has on the performance of children. It has been clearly identified through the research that direct marketing is having a negative impact on children and in influencing them to act is a specific manner.
In addition to it, the lack of proper rules and regulations which will help to monitor and control those activities are limited. This has thereby marginalized and increased the overall mechanism through which different activities are carried out and has resulted in impacting children in a negative manner. The impact of direct marketing is clearly feasible in the manner different activities are undertaken by children and has resulted in complicating the things for parents.
The lack of proper policies and control through better monitoring and having proper arrangements and timetable for different advertisements can create a positive impact and limit the manner in which children gets impacted. This will help to create a positive environment and will bring about the required change through which business prospects will improve as correct identification and attracting children based on it will improve. The research also brings forward an area of research were looking into different dimensions and identifying the manner in which working on different variables and areas will improve the relevance of direct marketing.
This will help to bring about a change in the manner different activities are undertaken and will help to reduce the negative impacts on children thereby multiplying the overall effectiveness from the different decisions which are taken. 2. Introduction The Internet is considered by some marketers as “ Wild West” (Sheehan, 2010) mainly because only marketing rapidly has outgrown its regulation and more susceptible to various abuses and other unethical practices than other media (Sheehan, 2010). According to the Australian Law Reform Commission online article about privacy issues concerning Australian children and young people, direct marketing approaches over the Internet often collect personal information through order or survey forms, registrations pages, contest, and others but the Privacy Act of Australia does not provide any protection or consumer rights in the online environment (Australian Law Reform Commission, 2014).
For instance, there were reports submitted by OPCC or Obesity Prevention Policy Coalition and YMA or Young Media Australia that online direct marketing interferes with Australian children and young people’ s privacy through direct interaction, the intrusion of personal space, and unsupervised access to children under age 14.
Moreover, the study shows that online direct marketing unfairly manipulated children who do not have any idea about the consequences of disclosing personal information (Australian Law Reform Commission, 2014). Children and teenagers according to Woodward (2007), are citizens entitled to the same rights and privileges enjoyed by older people but their privacy is not protected from direct marketing. For instance, parents and educators in the United States already expressed their concern about online marketers and advertisers targeting children because of results of a recent study conducted by Centre for Media Education suggesting widespread deception of children over the Web (Chandra, 2003).