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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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