Advertising and Children. ORAL PRESENTATION

Topics: Marketing, Advertising, Advertising to children Pages: 8 (1857 words) Published: August 23, 2013
ORAL PRESENTATION

1) INTRO

-age(Tweens =Preadolescence, the stage between middle childhood and adolescence) ++ explain what we will see next. Kids represent an important demographic to marketers because they have their own purchasing power, they influence their parents' buying decisions and they're the adult consumers of the future. Television still the focus of attention: most exposed!

2) HOW ADVERTISERS ARE TARGETTING KIDS ( techniques)

-psychology and kidsmarketing
To effectively market to children, advertisers need to know what makes kids tick. With the help of well-paid researchers and psychologists, advertisers now have access to in-depth knowledge about children's developmental, emotional and social needs at different ages. Using research that analyzes children's behaviour, fantasy lives, art work, even their dreams, companies are able to craft sophisticated marketing strategies to reach young people. The issue of using child psychologists to help marketers target kids gained widespread public attention in 1999, when a group of U.S. mental health professionals issued a public letter to the American Psychological Association (APA) urging them to declare the practice unethical. The APA is currently studying the issue.

-In Practice
Pester power:

Today's kids have more autonomy and decision-making power within the family than in previous generations, so it follows that kids are vocal about what they want their parents to buy. "Pester power" refers to children's ability to nag their parents into purchasing items they may not otherwise buy. Marketing to children is all about creating pester power, because advertisers know what a powerful force it can be.

According to the 2001 marketing industry book Kidfluence, pestering or nagging can be divided into two categories—"persistence" and "importance." Persistence nagging (a plea, that is repeated over and over again) is not as effective as the more sophisticated "importance nagging." This latter method appeals to parents' desire to provide the best for their children, and plays on any guilt they may have about not having enough time for their kids.

Impact on family

Children are effective influencers of family purchasers, pestering their parents to buy products that they neither need nor really understand. A British study reported that 85% of a sample of 4-13 year olds acknowledged that they had asked their parents to buy advertised products and 66% claimed that their parents had met their request.

Advertising pressures can produce significant conflict between parents and children. Many vulnerable families succumb, spending dollars they can least afford. Pester power often works.

Mirror effect:

Imitating the grown up’s has always been a tween occupation. Almost every aspect of parental life has been mirrored in various tween toys and entertainment concepts. They acquire an understanding of what it would be like to be a real parent through observation and play that involves imitation. Imitation is the bedrock of the fisger-price range, which offers a total kitchen selection, plastic food, small appliances, such as hair-dryers, living-room furniture and more. This mirror effect works in 2 ways: It places tweens firmly in the centre of the world they admire and to which they aspire. Tween is placed in the middle of a dream=> popstar, movie celebrity…

Peer pressure (school&internet)

tend to follow the herd rather than their own instincts. Kids are fare more affected by there peers than by their parents.(p138 brandchild). -Community exploration
-peer-to-peer marketing
-Viral marketing

3) 4 Groups of tweens : edges : the rebels, testing things before others

Persuaders: Influencers=popular -> decisions are adopted by the group so marketers wants to harness this groups. more mainstream than the Edges.

Followers: the balk (the most of) of today’s tweens. Listen to persuaders...
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