Marketing for children
Nguyen Thi Ngoc Quynh
ID: 5963386
Yihao Liang
ID: 5988253
Jyotsna J Bhargav
ID: 5819142
Bo Pang
ID: 5367182
Novita Zeslin Japara
Shuhan Liu
ID: 5989032
ID: 5485844
Coventry University, London Campus
Course: MBA_International Marketing
Submitted by :
M003_MARKETING IN A GLOBAL AGE
Assignment: Marketing activities with motion: “Young children are the target for marketers because of the money they spend themselves, the influence they have on their parents spending and because of the money they will spend as the future market, enabling companies to develop long-term marketing strategies".
SUMMARY: Today’s children are tomorrow’s future. Looking at the impact of their preferences, attitudes, lifestyles, motivating factors and attributes (AIO concept) and thus advertising about various products and services to them, would be an important phenomenon in today’s marketing strategies (STP concept).
Children today are valued contributors to the society. Children between 0 to 14 years are currently 25.79% of the world population (World, demographics index, Aug 23, 2014). Around 25,000 to 40,000 commercial advertisements are seen by children in the US each year, 10,000 in the UK. The average number of hours of TV 11-14 year olds watch around the world is over 6.5. (Global-issues, 2014). These statistics are enough to highlight how crucial advertising oriented to children has been. The sectors that are affected by children preferences range from their clothes, music preferences, personal care products, food likings.
Besides being a significant source of business, children also have remarkable influence over their parents’ behaviour in terms of family decision making process. They are not only spending money on their own, but also creating a influential market worthing billions of dollars (McNeal, J.U.: 1987). Anne Martense’s research shows that children play an important role not only in initiating the purchasing process but also delivering active influence (“The child
ID: 5963386
Yihao Liang
ID: 5988253
Jyotsna J Bhargav
ID: 5819142
Bo Pang
ID: 5367182
Novita Zeslin Japara
Shuhan Liu
ID: 5989032
ID: 5485844
Coventry University, London Campus
Course: MBA_International Marketing
Submitted by :
M003_MARKETING IN A GLOBAL AGE
Assignment: Marketing activities with motion: “Young children are the target for marketers because of the money they spend themselves, the influence they have on their parents spending and because of the money they will spend as the future market, enabling companies to develop long-term marketing strategies".
SUMMARY: Today’s children are tomorrow’s future. Looking at the impact of their preferences, attitudes, lifestyles, motivating factors and attributes (AIO concept) and thus advertising about various products and services to them, would be an important phenomenon in today’s marketing strategies (STP concept).
Children today are valued contributors to the society. Children between 0 to 14 years are currently 25.79% of the world population (World, demographics index, Aug 23, 2014). Around 25,000 to 40,000 commercial advertisements are seen by children in the US each year, 10,000 in the UK. The average number of hours of TV 11-14 year olds watch around the world is over 6.5. (Global-issues, 2014). These statistics are enough to highlight how crucial advertising oriented to children has been. The sectors that are affected by children preferences range from their clothes, music preferences, personal care products, food likings.
Besides being a significant source of business, children also have remarkable influence over their parents’ behaviour in terms of family decision making process. They are not only spending money on their own, but also creating a influential market worthing billions of dollars (McNeal, J.U.: 1987). Anne Martense’s research shows that children play an important role not only in initiating the purchasing process but also delivering active influence (“The child
References: Foundation, A. (2014). 2 8. Foundation, A. (2014). Advertising Industry 's Commitment to Social Responsibility. [online] Aef.com. Available at: http://www.aef.com/on_campus/classroom/speaker_pres/data/3010 [Accessed 29 Oct. 2014]. 13. Reinhard, K. (2005). Advertising Industry 's Commitment to Social Responsibility. [online] , [Accessed 2 Nov. 2014]. 14. Rubin, R. (2004), Kids vs. Teens: Money and Maturity Guide to Online Behavior, eMarketer. 15. Van den bregh, Joeri et all (2013), How cool brands stay hot, Branding to generation Y. 16. Valkenburg, P.M. (1999), The Development of a Child into a Consumer, Journal of Communications, Vol. 27:30–46.