MARKETING TO CHILDREN

In the modern world all the marketing companies are focussing on to grab te attention of children more than the adults. why is it so ? why do companies think that by doing this they can get more attention of people and get a successful business in it.

For example the big amusment parks likethe disney is a place which is totally focussed on children only and aims to get more and more children on it. However marketing which is done on children is expensive as compared to adults.It is just because of the amount of money that thy spend by themselves and the influence they have on their parents spending .

whilst this marketing on children was done on specific products like the toys and games, it has now changed to even clothes, shoes and many more. When i was a kid i was very fond of shoes and i would always insist my parents to get me a pair of shoes no matter how much it used to cost.

According to Powell (1993)Looking around the world it can be observed that in Australia children under 18 have an average spendin of around $31.60 to spend every week and they influence 70% on their parents clothes fast food and purchases.

In US there are about 57 million school going students who spend about $100 million per year on their own and their family money on foods drinks games clothes movies and many more.

So after having a look at the above ratio the car companies cannot ignore the children in their marketing.Car companies like Nissan sponsors the American youth soccer organisation in order to get exposure of their brands in front of the people. Crysler company distributes glossy cardboards opo-up cards that would appeal to the children who love pop-up books. 

According to Zoglin Children advertising mostly covers the outlet from news papers to television. In America before a child starts his/her schooling they will have spend around 5000 hours watching television. they will spend more time in watching televison rather than spending tim in class. 

According to Neal kids clubs, organised by retailers, producers and media outlets, have proliferated in recent times. They offer an opportunity to develop a more personal relationship with each child, get information about the children for marketing purposes that can be used for mailing lists and data bases, and to promote products to children of particular age groups and geographical locations.

According to Durning(1992) these additional forms of marketing have supplemented rather than replaced advertising as the importance of the children's market has grown. Their aim however is the same as advertising, to create brand loyalties and customers amongst children. Also, those wanting to sell goods recognise that some older children become somewhat cynical of advertisements and therefore publicity in children's newspapers and magazines as well as other marketing strategies are alternative ways of reaching these children.

Reference List

1.Richard Zoglin, `Is TV ruining our children?', Time, Vol. 136 (15 October 1990)

2.Powell and Zuel, op.cit.

3.McNeal, op.cit., pp. 173-5.

4.Alan Thein Durning, How Much is Enough: The Consumer Society and the Future of the Earth, ed. Linda Starke, Worldwatch Environmental Alert Series (London: Earthscan, 1992), p. 120.