REASON FOR AND IMPACT OF MARKETING TO CHILDREN
Student: Bea and Amy
MARKETING CHILDREN OUTLINE
1. What is marketing to Children?
1.1 Def. marketing business tools
1.1 Children as target / consumer
1.2.1. 3-6 years old Observation
1.2.2. 6-9 years old requesting (make connection store and ads) 1.2.3. 9-12 years old selecting with permission
1.2.4. 12-15 years old making independent purchases
1.2.5 .15-18 years old go to the store alone
1.2.6. “Persistence” nagging
1.2.7. “Importance” nagging
2. How –Form of Marketing
Free – products
3 Effects of Marketing on Children
3.1 Individual problems
3.2 Changing roles of the family
5 Regulation in Australia
5.1 Is target Children unconscious aim of advertising? Is it moral? 5.2 Advertising regulated in Australia
Marketing on Children
The purpose of this report is to discover the level of financial benefit for companies whose focus is on child and adolescent market and how children's behavior is studied for finding new opportunities in this market, and to evaluate the impact on children and society 1. What is marketing for Children?
Kids are one important demographic part of the society to marketer, they have power about purchases. This is a potential market, Industry spending on advertising to children has experimented an increase the last decade from $100 million in 1990 to more than $2 billion in 2000 , and last dates about this market has gotten $86, 5 billion in 2009. This marketing is special because his target, children, is vulnerable of manipulation of companies. They are persuaded of becoming as consumer and this type style life by advertising companies and get it through influence of their parents. Average Income and Spending for Children aged 7-12 yrs
* urban areas only # including special income
Source: Laurie Klein, `More than play dough', Brandweek, Vol. 38 (24 November 1997) This graph shows average income and spending for children aged seven to twelve years old. In general every kid of world have a regular income and the majority more than $20 per month and there are higher annual income in worldwide, but is significant every country spend more than saving, except in Asian country like a China or Japan. That is once piece of evidence of the potential in the market for children. 1.1 Beginning by explained the concept of “marketing to children”. Marketing, is business activity that studied the manner introduce new opportunities in the market or improve in it. It is a business tools for the companies which try to news opportunities in the market. There are four characteristics of the marketing:
Price is the value of product, can be affect of the kind of target the companies want to seek, and is a quality indicator of the product. Product can be a service or product somebody is trying to sell. Place Location and timing of marketing. For example, advertising of games for children should be in the afternoon of Christmas. Promotion Showing the products to people and increasing the sale.
The target, who is the consumer of this type of marketing, is children. They are one special part of the society; they can be categorized in age group, until 14 years old. This group of people is special because they should be protected by law from manipulation, pornography and swindling.
These consumers can be segmented according into two groups to how they become part of the consumer market:
1.2 Age: following the reports McNeal...
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