A Study on Brand Consciousness Among Children and Its Effect on Family Buying Behaviour in Bangalore City

One of the most successful marketers is quoted in the article “Get kids to nag their parents and nag them well”(260). In the initial few sections, he discussed the present time effects of the advertising on youngsters. Through this he contend that, previously, there weren't numerous child based marketing organizations that concentrated exclusively with respect to children and have their own kids' divisions, while now, they have huge amounts of organizations that makes a whole advertising division for the

Nowadays advertising has been a big deal for children, because it can lead children to adopt certain consumer behavior which can result in negative impacts on children’s physical and mental health. Marketing directly to children is a factor in the childhood obesity epidemic, it also encourages eating disorders, previous sexuality, youth violence and family stress and contributes to children’s diminished capability to play creatively. Marketing children is a huge business because they are an easy target. In the following articles I will talk about how there is different types of consumers through advertisements. Advertising can effect children in a positive way but mostly in a negative way at a young age.

Some companies even target little children just because they know that they are innocent and that they are most likely going to go to their parents to buy them the product that they want. In some occasions the parents are going to buy the product because they want the best for their children; which might not be the right thing in these type of situations. Most parents do not know that the companies are targeting their children and they give no importance to what they are doing. The only thing that the parents are thinking are that they are choosing the best for their children by satisfying them. Most children in this century already know what each brand is or what is trending before even learning how to add or subtract. In this type of situation I strongly agree on what Barber said that “... parents can refuse to relinquish their gatekeeping roles and let marketers know they won't allow their kids to be targeted anymore.” Moreover it explains that parents should not let their children believe what social media or producers say that they need. It is their job to teach children to know what they need on their own and not what producers tell them they

The film, “Consuming Kids: The Commercialization of Childhood” takes a closer look at how the negative impact advertising and marketing is having on the children who are the main targeted audience especially because they are easy to manipulate. The United States is a country that cares a lot about consumers. People are around advertisement and marketing all the time in every place they go. In fact, people live to buy, people need and want things constantly and it will never stop. In the American economy consumerism may be a leading role. Most would say the advertisements are a way to promote information about services and products, but in most cases, it involves deception and manipulation. For years now consumerism has been the trademark of the American way of life and now that society has embraced it so fully, it seems that even children are being born and raised with the same mindset. The kids influence their parents buying decicions and they’re the adult consumers of the future.Our bank account might be affected by advertisement, but many adults don’t realize the ways are brain are affected by it. Parents have to teach their kids that many of the things advertise are not good, by not always buying what their kids want. Government regulations need to put a stop to corporations that live, breathe and sell the idea of consumerism to children.

The author is very good at gathering specific data and examination. It is clear that Schlosser's purpose is to change the way you consume and the way you use cash, and additionally the way you think. Schlosser truly gives a flawless insight about his clarification upon marketing methods utilized on kids and in addition the reason for it. A marketing strategy plan to increment present deals, as well as future deals. “Growth in children’s advertising has been driven by efforts to increase not just current, but also future, consumption. Hoping that nostalgic childhood memories of a brand will lead to a lifetime of purchases” (Schlosser, 2011, p.259). In this citation, Schlosser claim that advertising on kids could make a greater possibility of brand royalty, which will keep the kids on purchasing items from this brand for the rest of their life. The introduction fits the body of the essay, it was clear and effective. The introductions opened a lot of discussions about the essay and it made me want to know more about the

Eric Schlosser’s essay, “Kid Kustomers,” concludes and makes several strong points about the marketing on children. He starts his essay with a brief comparison that “twenty-five years ago, only a handful of American companies directed their marketing at children,” whereas today, “children are being targeted by phone companies, oil companies, and automobile companies…” He emphasizes and stresses the importance of having “Kid Kustomers,” because one important marketing strategy is to aim to “increase not just current, but also future, consumption.” Schlosser learns that ad agencies target children because they make up a majority of their sales. Throughout the essay, Schlosser not only gives marketing tips but also discusses the 7 different types

Study 1 demonstrates that positive affect toward ads in childhood creates the relationship between childhood advertising exposure and biased evaluations of products associated with childhood advertising. Study 2 shows a stronger bias when participants are exposed to childhood advertising cues relative to childhood consumption cues. Studies 3 and 4 show that even when there is high motivation to correct bias, there is always that lingering positive attitude towards the childhood ad that will affect product evaluations. This study will be beneficial for the final project because it expresses how important an impression on an ad is during childhood. All four of the studies help support that opinions on products do follow you from childhood into adulthood. This helps show why advertising to children is so important to

    Children are marketed to in many different ways including brand licensing and product placement. Brand licensing

The amount of money that is spent marketing to children is outrageous. Companies purposefully market to the young children 's tastes in a variety of ways through package design, typefaces, pictures, and content. Key elements for successful

Throughout modern society, children have become the primary consumers of marketing (Hill, 2011, p. 348). As the documentary Consuming Kids illustrates, infants are easily deceived by society, culture, and especially media scams (Barbaro, 2008). Marketing has shifted the focus of children from traditional playing to various consumerist desires. This paper will explore the causes of the mass decline in childhood identity and the social implications involved. The impact of marketing for children will be examined through its effects on culture and society, children’s identity, consumerist tendencies, the increase in need for media and their effects through symbolic interactionism. Jennifer Ann Hill states, "Consumerism has led to a host of seemingly endless needs for sophisticated electronic media technology, making it increasingly difficult to provide children with an environment that allows for creativity or original thinking" (Hill, 2011, p. 352)??*** and the presence of this marketing is the catalyst to several different issues in the development of children (Hill, 2011, p. 352). In this report, I will contend that marketing is detrimental to the growth of children shaping youth to become lifelong consumers and how it is a societal problem.

Children represent a large consumer power to marketers and advertisers. Firstly, because of the amount of money children spend themselves. Secondly, because of the influence they have on parents spending. Thirdly, because of their buying potential, so when they grow up they will become permanent consumers. The last reason is that they can easily be lured by advertisements. Buying and spending parents` money on sweets, food, drinks, video and electronic products, toys, games, movies, sports, clothes and shoes children bring big profits to companies. The reason for targeting advertising is huge income, brought to companies. According to Goodman (1999) children advertisement industry represents in more than $250 billion/year profits to marketers, and has approximately 900 000 brands to sell.

Young children are targeted not just to sell products to, but to generate interest or hype in the product whereby, eventually capturing brand loyalty at a young age. This action is also important for adults too; however advertisers know that adults have already accepted their brand preference and purchasing habits.

I believe that marketing is a very strategic field and requires a lot of planning and brainstorming . The job of marketers is to promote an item to increase sales revenue, so its no secret that children are their biggest opportunity . Growing up as a child I could remember always asking my parents for any "cool toy" that was advertised on tv and my parents in exchange said "if you are good , I will buy it for you". Now that I am a older and wiser I fully understand why children are the primary audience for marketing. The reason being is , parents tend to spend more on their children than what they do for themselves. This not only includes children's necessities ,like clothing but toys and other desired items children want. I feel that

Fast food companies have made billions exploiting children through enticing advertisements made to make a child feel the need to buy their product. Moreover, food marketing has now targeted young children for over 2 generations in the United States. Children are being specifically targeted from birth by advertising agencies and the reason being that, “Hoping that nostalgic childhood memories of a brand will lead to a lifetime of purchases, companies now plan ‘cradle to grave’ advertising strategies.” (Schlosser 43) These ad agencies know the tendencies and psychology of impressionable children, so by creating a mindset that their brand is special early on in life, they inexplicably control the entire nation. However, if American children are able to recognize brand symbols before they can

The second target segment is School Children. School children are a very important as children have a large proportion of family expenses (Pewa, 2016). Children often present large brand loyalty (Lamb, 2016). It is believed that children will constantly request a good or service from their parents. Often children might see a product advertised by sporting star and will have an instant connection and want the good or service (MH Practise, 2016).