six strategies marketers used to get kids to want stuff bad

SIX STRATEGIES MARKETERS

USED TO GET KIDS TO WANT

STUFF BAD

By Bruce Horovitz

Presented By Elizabeth Stewart &

Hedi Kehl

WHY CHILDREN? Most susceptible targets: Kids Children influence their parents' buying

decisions and they're the adult consumers of the future.

Parents are willing to spend more Smaller family sizes Dual incomes Postponing children until later in life Means more disposable income

Guilt money also plays a role in spending decisions as time-stressed parents substitute material goods for time spent with their children.

RECENT TOY SALES Kids through age 14 influence $160

billion in spending during November and December

Industry spending on advertising to children has exploded in the past decade, increasing from a mere $100 million in 1990 to more than $2 billion in 2000.

Last year, marketers spent $1.4 billion per month marketing to children 15% more than the year before

HERE IT IS: A LIST OF SIX OF THE MOST EFFECTIVE TECHNIQUES MARKETERS ARE USING THIS SEASON TO SNATCH THE ATTENTION OF YOUNGSTERS:

1. TEACHIE WISH LISTS Walmart’s Christmas time wish list

website

Disappointing parents

The site, www.walmart.com/toyland

Critics say the cite encourages kids to nag for toys

2. REPETITIVE TV SPOTS Despite the Internet, most advertising is done still

through children’s television programs

Build brand awareness through 30-second TV adds

TV viewing has leveled off, but the typical kid still watches 20 hours of TV weekly

The toy industry calls the eight weeks leading up to Christmas the "hard eight." That's when prices jump for slots on kids shows and when toy ads replace cereal ads.

Some makers of kids games spend their entire TV ad budget during the fourth quarter

3. BIG- SCREEN HYPE Marketing Johnny Depp Figurines has kids

going crazy!

"Hollywood knows if you hook a kid's heart, the parent's wallet follows," Ruskin says. "Disney exploits children's love for "Pirates of the Caribbean" to get them to nag for toys.

Toys include everything from $5.88 action figures to a plastic boat for $49.99. Most are geared for 7-to-12-year-olds

4. BOOKS AS TOYS

Over the past five years, the company has increasingly turned to toys and games to boost sales

"Scholastic used to be about books, but now it's about toys, too“ Linn says,“ That can carry special weight before the holidays when children's antennae are up."

5. FAUX TOY SHORTAGES Creating a toy shortage to increase sales

Shortage on the talking Elmo doll that fall over in laughter when tickled

Smart marketing?

Critics argue that, "Planned shortages are the perfect way to get kids to nag parents for presents," says Linn of Campaign for a Commercial-Free Childhood. "The buzz creates a sense of urgency to get the toy."

6. BUS RADIO Advertising to kids on school buses

Bus Radio began rolling out its student-targeted programming of music, news and commercials to about 800 school buses in 12 cities. Roughly eight minutes each hour are devoted to commercials. Ad revenue is shared with school districts.

Controversy over ads, parents want them banned from bus rides. Believe kids are over exposed to advertising.

WORK CITED http://www.media-awareness.ca/english/

parents/marketing/marketers_target_kids.cfm

http://www.youtube.com/watch?v=2wf9lREtLvU

http://www.ecrater.com/product.php?pid=167476

http://www.usnews.com/blogs/on-education/2009/09/29/school-bus-radio-program-plays-its-last-tune.html

http://www.scholastic.com/kids/stacks/index.asp