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How to market and influence childen as consumers
Pages 35 (8785 words)
Marketers and the child consumer ABSTRACT Marketing to children has been of immense interest to marketers in recent times. Marketers use advertising to inform, communicate, persuade, entertain, and sell to the viewer. Children have become attractive markets not only because they can influence their parents’ purchase decision but also because they have their own income through jobs or allowances from parents.
This was a qualitative study based purely on secondary search. All the three research objectives have been achieved. The study finds that television is the most sought after advertising medium because of the high rate of viewership and the potential to use sound and visuals at the same time. Besides, certain characteristics such as repetition, branded characters, celebrity endorsements, and interesting production features enhance the importance of television as a medium. Advertisers use stealth marketing techniques and have started embedding or placing the product in movies or TV shows. They also use advergames where the tweens feel the flow of information. The fast food restaurants entice the vulnerable minds with the promise of a toy on their visit. Advertisers have also exploited the school arena to reach out to the children. Advertisements can be found on report cards, on school book covers, on school buses and the intention is to demonstrate their commitment to academic excellence. While there are debates and studies on how food advertising has led to increased incidences of obesity in tweens, there is no conclusive study to confirm this. ...
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