Term Paper on "Advertising to Children"
Term Paper 7 pages (1791 words) Sources: 35
[EXCERPT] . . . .
Advertising to ChildrenAssessing Market Strategies, Their Effectiveness and Ethicacy of This Strategy
Children are the largest consumers of online and offline media including mass media in the United States and exert significant influence on household purchases (Hamilton, 2009). Advertising and marketing strategies designed and executed to capture the interest and imagination of children often walk a fine line of ethicacy in the areas of product claims and the health of their young consumers, as has been seen in advertising making alcoholic drinks look like fruit punch (Hastings, Moodie, 2010). Children also become brand loyal quickly and stay loyal to brands over their pre-teen, tween, and teenage years
(Drake-Bridges, Burgess, 2010). Consumer marketers, specifically those in the food and beverage and entertainment industries, rely on this brand loyalty and attempt to synchronize their product and service lifecycles. Many of the more advanced marketing strategic frameworks including the concept of integrated marketing communications (IMC) strategies emanated from best practices in selling into children's markets (Cunningham, 2003). The integration of off-line and online media including social media and social networks, also are being pioneered in marketing strategies targeting the children consumer (Edelman, 2010). The intent of this paper is to evaluate the marketing strategy innovations happening today as business-to-consumer (B2C) companies attempt to gain and keep loyal customers in this market.
Analyzing the Children's Market and Its Implications of Advertising Strategies
Marketers increasingly are re
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Figure 1: Product Purchases Most heavily influenced by Children
Sources: (Moore, Rideout, 2007) (Monteiro, Gomes, Cannon, 2010)
The level of analytics has become so precise that it is now possible to understand the factors that influence product involvement among young consumers as well. Specifically the use of which characters, sounds, story lines, and representation of the products all influence product trail and usage on the part of young consumers (Te'eni-Harari, Hornik, 2010). Marketing analytics are also used for redefining children's programming and product placement as part of broad IMC strategies that seek to further underscore and promote brand loyalty (Kelly, Halford, Boyland, et.al, 2010). Product placements have become a dominant part of an overall IMC strategy, creating context and relevance for brands outside traditional and online marketing channels (Nelson, McLeod, 2005).
Analytics have become indispensible in understanding the roles of children in the purchasing process for both their families and themselves. At the age of two for example, market research and analytics experts report that "Pester Purchasing Power" kicks in and the requests of children are voiced with articulation and emotion (Frank, 2009). By age three, a child has the ability to pass on brand requests to parents and also be influenced and influence socialization by their purchases. In other words, they become brand loyal at this age, relating emotion and specific socialization values to a given product or service (Mukhopadhyay, Yeung, 2010). By age five, children have become brand loyal and are often requesting by brand and product name what they want, and by age eight they are making 90% of the purchasing decisions for snacks they want (Monteiro, Gomes, Cannon, 2010) and 43% of all game and toy decisions as well (Li, Mei, Hua, 2010). In short, before a child reaches ten years of age they are an experience consumer and able to differentiate between brands based on their perceptions of relative value and preference. The granularities of focus on children as consumers continues as they mature and reach their teenage years, with girls taking on different value sets and purchasing preferences relative to boys. Researchers studying how girl vs. boy child consumers mature and vary in their preferences attribute the change in purchasing according to product symbolism and context in peer environments (McAlister, Cornwell, 2010).
Conclusion
References
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Kelly, B., Halford, J., Boyland, E., Chapman, K., Bautista-Castano, I., Berg, C., Caroli, M., Cook, B., Coutinho, J., Effertz, T., Grammatikaki, E., Keller,… READ MORE
Quoted Instructions for "Advertising to Children" Assignment:
Below is directly from my syllabus for the requirements of the paper. The professor requires a lot of references.
* Write a 10-12 page, excluding references, APA format research paper.
*You should have a minimum of 20 research journal articles in your references, and should include a minimum of 15 additional trade or popular press references as well. I will specifically check that you have a total of 35 or more references--of the appropriate kind when I grade your paper.
*This paper should discuss information related to marketing strategies/tactics, the impact the chosen topic has for both consumers (customers) as well as corporations, industry and society as whole.
*In the conclusion of the paper, you should formulate and express your individual position regarding the issue. Develop your position from a professional marketer*****s or manager*****s perspective. *****
How to Reference "Advertising to Children" Term Paper in a Bibliography
“Advertising to Children.” A1-TermPaper.com, 2010, https://www.a1-termpaper.com/topics/essay/advertising-children-assessing-market/77052. Accessed 3 Jul 2024.
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