Marketing to Children Consumers

In today’s media obsessed society, youth is greatly influenced by advertising. For example, Marketing to kids gets more savvy with technologies is how they ,“Online games like Webkinz show ads on the site draw youth to buy the product or just to look at it for ‘money’”. Because this tactic works, the ads are an excellent at make youth to talk about this and be annoyed. In Facts about Marketing to Children, it says, “Children pack 8.5 hours of media a day’, is what the Facts about Marketing to Children says.” Because children are on the media so much it is easy for marketers to advertise and get children to buy the product. “ Anne Lappe says that when her daughter grows up, and goes to a movie, the character might have a soda or fast food.”

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

The ready-to-eat (RTE) sector has increased sales and therefore have given the Breakfast cereals market an advantage to have a higher market share of 4.2% in 2013. The emphasis is more to the value and the convenience of cereals rather than the quality. However people are starting to be more heath conscious and are going to the higher nutritional brands which tend to be the well-known ones such as Kellogg 's, Weetabix and Nestle.

In order for advertisers to gain consumers of their products, the advertisers know they have to use certain strategies to reach out to all the different ages. Children today consume vast majorities of media spending up to 44.5 hours or more per week watching television, on the

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

Advertising and marketing messages reach young consumers through a variety of vehicles, such as television, magazines, music, and the Internet. Food and beverage marketing is increasingly delivered through integrated vehicles other than television advertising (eg, Internet, videogames, product placement, music) that are especially appealing to children and adolescents. Unlike other forms of media, the interactive capability of online media enables a unique experience for the user. For the vast majority of food and beverage products reviewed in this study, Web sites featured interactive highly entertaining branded environments geared toward promoting the product to children and youth.

This article is well written and helps support my argument that there are many more factors influencing childhood obesity, not just marketing. Significant data was provided in this article, specifically the fact that the advertisement rates at which children see food advertisements has actually decreased by percentage since 1977 to 2004. Other equally significant points are made concerning the role of parents as the gatekeepers of product purchases as well as industry self-regulation.

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

Children, however, are more susceptible to media influence because they are more naive. Due to this naivety, children are not aware of the truth behind many things and will believe most anything one tells them, making them perfect targets for advertisements. Fast food companies, particularly McDonald’s, target children through Happy Meals. Cereal companies target children with cute mascots and toys inside the box. A company who took an alternative route to market to children was Kraft and their product, Lunchables. Kraft knew that ultimately, parents were deciding what their children were to eat at lunch and decided to market especially to busy mothers. The parents bought Lunchables for the conveniency but also because their children genuinely like the product. The procedure of appealing to parents in order to market to children is not a new concept however. “Kraft’s early Lunchables campaign targeted mothers. They might be too distracted by work to make a lunch, but they loved their kids enough to offer them this prepackaged gift,” (Moss 268). Parents, eager to please their children, will then buy the food products that their children want, which is not always healthy and this is where the addiction starts. People, including children fall into routines; at lunch time, children want their regular Lunchables. If not given these food products, a “temper tantrum” will ensue or they simply will not eat what they are

CJ Gaumer, C Arnone, 2009 explored the phenomenon of pre-operational children's persuasion in family purchase decisions, specifically cereal selection. The conceptual framework for this study is based upon family interaction

Targeting a youth audience is also effective economically. According to a report done by the Institute of Medicine, experts found that children of ages two to fourteen have control over $500 billion a year in household purchases made by their parents (Calvert 207). Kellogg’s takes advantage of a child’s low cognitive levels in their advertisement. In a study done by Health Magazine, fifty percent of children believed food featuring a cartoon tasted better compared to the same food without the cartoon (Klein). As Christina Roberto, a doctoral student at Yale University's Rudd Center for Food Policy and Obesity states, “Parents may not set out to buy unhealthy products, but kids can be really, really persuasive. They see them and they want them, and it gets difficult to have that battle in the grocery store” (qtd. Klein). Alongside a child-friendly art style, Kellogg’s personifies the Pop-Tarts in their ads to build brand recognition. Doing so allows the company to create advertisements featuring the humanized pastries in various scenarios that children find relatable or comical.

The market for youngsters ' items and food is tremendous. Parents from one viewpoint experience

Food advertisements, if focused at the right people and in the right places, are a complete success. These features, some of which are commercials, seduce society into buying food that we necessarily do not need. Many advertisement companies, especially those about food, are directed to children because they know that if you grab the kids you have their parents. While brands are using fun cartoons like “Trix Rabbit” and “Toucan Sam” (Green, 2007, p. 49) supermarkets are taking these items and placing them right in front of the children, at their level, advertising the “Fun foods” (Elliot, 2008, p. 259-273). They do this so the kids will use their, “pester power” (Scholsser, n.d., p. 2) to get what they want. A series of studies have been performed on children and television advertisements. An article states, “These studies have generally linked children's television viewing to negative health effects” (Korr, 2008, p. 451). Amongst these negative effects is a higher level of childhood obesity (p. 451). Similarly, in another study performed by a group of researchers, kids were asked to explain the television commercials that they remembered the best. The answers given were then compared with their diets. Interestingly, the items those children remembered best, chips, sweets, and sodas were a huge part of what they ate (Hitching & Moynihan, 1998, p. 511-517). However, some authors argue that television producer’s, even though their

“Marketing is a social process by individuals and groups of people get what they need and what they want through creating, offering and negotiating free products and services of value with others”. However, actuality, the intense marketing of food toward the children, in fact, have offered what they need? What a child needs to eat when the question is what kind of food? There is the possibility of a child, too young, that does not have a defined taste, who can not tell exactly what they are eating and also they are not aware of the nutritional value of foods, be skilful to have a wish? Would have a child under one year, the ability to want a specific type of food which they never experienced before? So, who needs what and who is desiring to by whom? Children, parents, or the advertising of foods? Currently, vehicles of transmission to the public are increasingly dispersed. Most advertising messages relating to food have younger target audience. The use of food to different marketing vehicles of information has allowed reach an increasing number of child consumers and consequently their parents since they allow entry of marketing in their homes or food choices outside when they buy products that children ask. For consequence, they are contributing to change their habits and feeding behavior, so children become not healthy, overweight and obesity. The kids are all the time being visually exposed through various types of marketing related to food advertising from the media,