American children are media consumers and are exposed to a plethora of messages on a daily basis, most aimed directly at them (Neeley 2004). And there's not just one, but at least three groups that are out to bring advertising to the kids out there for a spanking! An example of marketing aimed at the youth market is Kellogg's "Fun-K-Town" website. The site is dedicated exclusively to children and their "favorite" breakfast brands through the use of games. The site is examined in depth below. Section 1: Marketing or Entertainment You might think that a lot of money goes into putting together a website like this, especially with a decent selection of games. The truth, however, is that these games cost less than more traditional forms of advertising (Linn 2005) and that kids spend more time on the web these days, so it makes sense to exploit the format's potential. The costs are more contained because, although there are numerous games on the site, the graphics department is minimal and the games are very simple. Perfect for the target demographic. I wonder how much fanfare Kellogg's put around the launch of this site. As mentioned in the outline of this assignment; "This site didn't launch without a press release...". That may be true, but the company doesn't make it very easy to find! What was easy to find though were some reviews of the site. The reviews are mixed and from what I've read they seem impartial. Most of the reviews were average, while some were very high, some even gave the site awards for things like "Site if the day". As I expected, especially after the company was sued, most of the reviews I read highlighted the amount of advertising on the website. This makes...... middle of paper ......ldren on site.Kellogg's Fun K Town: Kids Games, Activities, Prizeshttp://www.kelloggs.com/funktown/index2.htmPolly, Jean Armor , Kellogg's Fun K Town – Website Review, Commonsense media, September 4, 2005 http://www.commonsensemedia.org/reviews/review.php?id=4354&type=Website Kellogg's Fun K Town – Website Review, Kidz World http://www. kidzworld.com/site/p5798.htmKinnegig, AAM, "Loyalty in the Modern World," January 1, 2004http://www.highbeam.com/library/docFree.asp?DOCID=1G1:120037472Wrigley's Candystandhttp://www. candystand.com/index.doLinn, Susan (presenter), "Advergaming," Marketplace, January 27, 2005http://marketplace.publicradio.org/shows/2005/01/27/PM200501274.htmlNeeley, Sabrina and Schumann, David, " Using Animated Characters in Advertising to Young Children" Journal of Advertising, Vol. 33 No. 3 Autumn 2004, pp. 7-23