Advertising and Children. ORAL PRESENTATION
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
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