American children are media consumers and are exposed to a plethora of messages daily, many aimed directly at them (Neeley 2004). And there is not just one, but at least three groups advertising to spank children! An example of marketing to the youth market is Kellogg's "Fun-K-Town" website. The site is dedicated solely to children and their “favorite” breakfast brands through the use of games. The site is reviewed in depth below. Section 1: Marketing or Entertainment You might think that building a website like this costs a lot of money, 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 children spend more time on the Web these days. So it makes sense to use the potential of this format. The costs are further reduced because although there are a number of games on the site, the graphics department is very minimal and the games are very simple. Perfect for the targeted demographic. I wonder what fanfare Kellogg's put around the launch of this site. As was mentioned in the plan of this mission; "This site was not launched without a press release...". That may be true, but the company doesn't make it very easy to find! What was easy to find were some reviews of the site. The reviews are mixed and from what I've read, they seem unbiased. Most of the reviews were average, while a few 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 commented on the amount of advertising on the website. This fa...... middle of paper ......children on the site.Kellogg's Fun K Town: games for children, activities, priceshttp://www.kelloggs.com/funktown/index2.htmPolly, Jean Armor, Kellogg's Fun K Town – Website Review, Commonsense media, September 4, 2005http://www.commonsensemedia.org/reviews/review.php?id=4354&type=WebsiteKellogg's Fun K Town – Website Review, Kidz Worldhttp: //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 (speaker), "Advergaming", Marketplace, January 27, 2005http://marketplace.publicradio.org/shows/2005/01/27/PM200501274.htmlNeeley, Sabrina and Schumann, David, " Use of Animated Spokespersons in Advertising to Young Children" Journal of Advertising, Vol. 33 n° 3 autumn 2004, p.. 7-23