Advertising to children

Mamta PaiRoll No 42Group D2

Specialization-Ad

Stats & Facts Industry spending on advertising and marketing to children has increased from a

mere $100 million in 1990 to more than $12 billion today.

Around 45 million tweens (children between 8-12) living in urban areas have the power of influencing the whopping Rs. 20,000 crore worth purchasing

decisions on food, mobile phones, apparel, cars and FMCGs.

Children, who watch a lot of television advertisements, want more toys and eat more advertised food than children who do not watch as much television (Strasburger, 2002).

Study culled over five years after interviewing 100,000 kids across 35 markets in Asia Pacific, showed that recognition of corporate logos and brand names happens at the age of six months & three years respectively, differentiating between brand values happens by age 10 and brand loyalty begins by the age of 11.

Kids as consumers

homogenous consumer cluster

peer group factor and mass media having an overwhelming impact

no brand loyalty, ultimate materialism, naïve, and easily gullible

in sync with latest trends and fads

Pester power & kid-fluence

TV medium of choice

“Catch em young” –motto of the day

Short attention span and reject advertising that doesn’t fit into their criteria

Kids –the chief design element of commercials

• Hutch with a pug and a boy • Kids with celebrities like the Big B in the Hajmola ad and rin• Surf excel• Dhara• Darsheel Safary will be seen soon in his first TV commercial for Horlicks

Mediums Kids channels Target kids in two ways-‘eyeballs’ on channels that is, viewing and brand

promotions. Thus making it possible to launch many a "kid's brand“.

Buzz\street marketing The idea is to find the coolest kids in a community and have them use or wearyour product in order to create a buzz around it.

Contests and incentive programs The Pizza Hut reading incentives program in which children receive certificates for free pizza if they achieve a monthly reading goal

• The Internet It’s easy to collect information from young people for marketing research by

creating, engaging, interactive environments based on products and brand names, companies can build brand loyalties from an early age.

• Schools Milo & Bournvita Disney HLL Camel

Role of Children in Decision Making

Today's kids have more autonomy and power in decision-making within the family and are vocal

about what they want their parents to buy.

Kid-fluence

"Kidfluence" is the direct or indirect influence kids have over family household purchases.

In 2000, children 12 years and under, directly and indirectly, influenced the household spending of over $600 billion (McNeal, 2001).

Kid-fluence

• 42 % kids in India influence their parent's decision in buying high-priced goods.(Synovate)

• A Cartoon Network study showed 31 % of parents take their kids along to buy refrigerators and washing machines & 32% for cars.

Pester Power

The power children have by repeatedly nagging their parents to buy advertised or fashionable items.

Drivers of Pester Power

Dual income families Grand parents bringing up children Rise in the number of single parent households Delayed parenthood Greater exposure to kids Hyper parenting Parents as Pals Growth of retail sector

When & What

3 - 6 toys

6 - 9 decide on places to eat out & clothes

9 - 12 gizmos, mobile phones, video games, clothes, food, choice of holiday destinations, TV time and programmes.

12 – 15 electronic stuff like TV , Music system , computer and cars etc.

McDonald's won the Pester Power Award

MCDONALD’S Commercials centered at kids

Products and ambience are kid-friendly

Collectibles “choose your own toy”

Mascot-Ronald Mcdonald

Symbols-the Golden arches

Mc Donalds Happy Meals ad

Reaching outRasnaICICI

Britannia L'Oréal Kids

Calcium SandozRaymond

Time, Sports Illustrated and People

KID’S FAVOURITE• Study conducted by Cartoon Network • 14 cities in India • 6,436 respondents, • Kids in the age group of 7-14 years and mothers

Cars-->Hyundai Santro Watches --> TitanTV -->LG. Music systems-- >SonyMobile Phones -->Nokia

BIBLIOGRAPHYExchange4media.comCommunique[SIMC Journal]Agencyfaqs.comCartoon NetworkMediafamily.org