Lecture 12 - Marketing fo children

Since the 21st century, kids have become a huge face of media and advertising. Young children are increasing becoming the target audience for marketing because they amount of toys and new products that have come out for kids is big. For example, remember the pets, now the PSP, then characters like, Pokemon, Ben Ten etc. This tend to spend a lot of money on them self but not because their parents buy it for them, but they nag and cry and make a scene until they don't get what they want. Whilst this child-targeted marketing used to concentrate on sweets and toys, it now includes clothes, shoes, a range of fast foods, sports equipment, computer products and toiletries as well as adult products such as cars and credit cards.

In today's modern society children are treated with great care and affection, parents tend to spend time and money on them. In today's society children tend to get thing's without working for it for example, getting a job, however comparing this attitude to the olden days children they had to work and were restricted to receive certain things as there was low income and parents could not afford it. However, today the majority of people have reasonable income which enables them to afford things that their children want.

Today's children are influenced greatly by certain popular role models, for example their favorite television actor such as Hannah Montana.






Marketing to children:

Due to today's modern generation of children, there are many brands and companies that target children as their target audience, therefore children are exposed to many products that they can choose from when deciding to purchase a product.

Elder children in the age range of 12 and over tend to go for more branded products, as they tend to see this as fitting into the society, for example children at secondary schools will be very conscious about what brands they wear, therefore they will purchase popular brands which will keep them popular in the school environment. This is a way to start a trend within the children environment as one child may purchase a product and others will follow this.





This video above is an excellent proof how kids are marked more effectively than adults. Kids ads are so much more colorful and attracting they it would be wrong for them to not say 'Mum i want that toy. Looking at this ad of dolls its what every kid girl would want. The way the markers have taken advantage is so unique. I mean, which kid would want those dolls?