ADVERTISING AND KIDS
The subject matter of this report would remain incomplete without acknowledging gratefully the efforts and inputs of the people who made it possible.
With deep sense of gratitude I acknowledged the encouragement and guidance received by Mr.Gajendar Sharma, for facilitating with suggestions/comments for maintaining the quality of the report.
I feel indebted to all the kids and their parents especially who patiently filled the questionnaires and provided with the useful information. The updations they gave were of immense help.
Today’s youngsters have profound influence over purchases in all kinds of product categories. They are the centre of the aspirations of the family. And parents today are much more eager to please them and to invest in them than ever before.. Kids are bombarded with advertisements from every possible source: billboards, posters, clothes sporting characters or brand-name labels, TV commercials, websites and radio blurbs. Often, even though kids don’t have their own income yet, this advertising is aimed directly at them. Thus, this project is apt and in sync with the time. This is an effort to show case that the children of today were different from that of yesteryears. They want to be more in control, more informed and more ready to explore and this was seen in their willingness to explore unconventional career options like sports, acting and flying.
The key consumer insight was that children nowadays want to enjoy life and have a sense of achievement at the same time. Though there are endless debates on the correlation between the age and the understanding of the advertising message there is enough research which indicates that children as young as three can recognize the compelling tone of advertising
TABLE OF CONTENTS
Topic Page No
▪ Introduction 7
▪ Meet the New Kids 9
▪ Why target Kids? 13
▪ Kids as Consumers
Case study – HORLICKS 17
▪ Kids as Influencers
Case study – ASIAN PAINTS 29
▪ Advertising Media Targeted to Children 34
▪ Research 43
▪ Recommendations 54 ▪ Questionnaire 57 ▪ Annexure 63
▪ Bibliography 68
Forget those days when eight used to be too small an age. When it used to be an age to dance in the rain. To chase a butterfly in a field of daisies. To stretch out ones tiny arms to touch the golden sun..... Today’s dew-fresh eight-year-olds have suddenly grown up big enough to help their parents decide on which brand to chose, which colour to select and which model to buy. In the recent years our little ones with stars in their eyes are not only helping us in selecting breakfast cereals, soft drinks and snacks but are also influencing us in the purchase of serious items like music systems, cell phones, personal computers and automobiles. Thus, in the present era, the children have emerged as potent prescriptors of the purchase of a large variety of products and services and happen to constitute a powerful segment in the market. Gone...