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Child Consumerism
Transcript
Conclusion
Statistics show that in 1992, corporations spent $6 billion on child marketing. In 2006, that number became $15 billion a year and these numbers continuesly increase.
Child Consumerism
and the influence of child targeted marketing
1.0 How did the industry introduce Child Consumerism?
Children are unprotectedly growing up in a world in which corporations misuse their vulnerability to commercialisation and advertising.
Main difference past and nowadays:
Children seen as potential consumers
children seen as future consumers
Explanation for the increased interest to use children as targeted audience?
- Rapid increasement of the purchasing power
- Disappearance of childhood
- Power to influence their parents:
Introduction
Structure:
- Deskresearch
- Fieldresearch
- Final word
Economical definition 'Consumerism':
Own research:
Child consumerism and child targeted marketing
Marketing strategies of child consumerism
- The four fundamental elements of marketing which are used to influence the audience’s interest in the product.
- Intention is to influence the customer to buy a certain product.
Kellogg's cereal advertising research
- Coco Pops: targeted to children, using a branded character
- advertising is a single, but one of the most important parts of the marketing process.
Research outcomes:
- Trésor: indirectly targets youth throughout virtual branded experience
Marketing strategies:
Stealth marketing:
marketing techniques that persuade the audience without them decisively knowing it.
made by Teddy van der Vlugt 6VWO
teacher Van Motman
- Special K: product used to lose weight. Targets adults rather than children.
Such as...
- Branded characters and premiums
&
- Effect: generate additional income + creates visibility of the brand.
- This is a form of cross-promotion: companies that work together to promote a product that benefits both.
- Repetition of the message
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