Marketing to Children

Mohamad Hazri bin Hamzah 816543

Topic : Marketing To Children

1649 words.

Based on the movie “The Corporation”, I can watch two different point of view from two different people. First is Susan Linn who is a Professor Of Psychiatry at Baker Children’s Center, Havard and Lucy Hughes who is a Vice President of Initiative Media and who is also the Co-creator of “The Nag Factor”.

Children are a valuable market to marketers and represent an important demographic segment. They have become an essential element in most punch-line advertisements. They play a significant role in promoting brand image. Realizing this potential the marketers today know that if they are able to target children it’s a battle half won. Children are impulsive buyers and have money to burn as parents today are willing to buy more for their children. They have their own purchasing power; they influence their parents' buying decisions (nag factor). Children are easier to persuade as they are less prejudiced and sceptical than adults. Companies know that kids are the adult consumers of the future. In today's complex commercial world, children are increasingly recognized and behaving as an independent consumer group. With discretionary income to spend and influence on family purchases, children are a market force on the rise and consequently, a target audience for marketing and advertisements.While children are able to differentiate between marketing and other forms of communication from a young age, they're more vulnerable to manipulation through advertising messages and prone to accepting such messages as truthful and unbiased. Marketing tactics and advertising can lead children to adopt certain consumer behaviour which can result in negative impacts on children's physical and mental health.

Easiest way to influence children are through advertising especially through media such as television and radio. Watching the television is one way how parents keep their child quite while they can do...