Advertising to Children by Marcia Amidon Lüsted

By Marcia Amidon Lüsted

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In The Great Tween Buying Machine, author David Siegel comments that tweens are the center of the kid market: • 37 • Essential Viewpoints Too old to be a kid, too young to be a teen. 4 Viral Marketing With marketers readily identifying their target markets, what new methods have they developed to reach these potential consumers? ” It is a way of “infecting” kid consumers with the desire for a particular brand or product by infiltrating every aspect of their experiences with it. Viral marketing originally described the way that marketers would go into Internet chat rooms and pretend to be other kids talking about how great a particular product is.

Many products come in special versions with cartoon characters from shows that attract children and make them want • 46 • Advertising toChildren the product. Movie characters appear on boxes of cereal and special editions of soda to attract younger purchasers. Special foods tied to holidays also get attention from kids, such as Oreos with orange filling for Halloween or cereal with special marshmallow shapes or red- and green-colored pieces for Christmas. Correcting Itself Because of these advertising efforts, the industry has created new initiatives to regulate itself and set limits on what is an appropriate level of advertising for food.

The stores are the wants, needs, and preferences of based on tweens and their desire for self-expression. kids and teens are taken seriously. According to Martin Lindstrom‘s BRANDchild, More than ever, being a child no the stores succeed belonger means being powerless and cause they meet tweens’ values: “let me express voiceless in advertising. It is not myself, let me have fun, let me do my own thing, solely up to adults to determine what let me get my friends intheir choices are. ” It is a good example of how and taken seriously, and this has a brand name has used empowered them as a group.

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