By Marcia Amidon Lüsted
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Extra resources for Advertising to Children
The specific wants and needs of a market to be Advertisers are interested in successful. what kids and teens want, making 1 • 55 • Essential Viewpoints them distinctive as consumers. While many people perceive advertising to kids as a negative, it focuses on determining and meeting their needs just as advertisers try to meet the needs of adults. According to Martin Lindstrom in BRANDchild, Some would prefer that marketers were not allowed to structure advertising campaigns targeting tweens. They perceive marketing to children as exploitation.
To win the prize, students had to turn to at the Greenbrier High School, dressed in red and white, lined up to spell out the word COKE the opportunities for officials from the beverage company. offered by Mike Cameron got into trouble for wearmarketers for ing his Pepsi shirt while the Coke picture was taken. Administrators claim that he did it as a free materials disruptive prank and not to make a statement and equipment about soda marketing in his school. According to an article in the Washington Post, Cameron in exchange for said, “I don’t consider this a prank.
But there are new aspects to consider when marketing to today’s kids. Children are growing up more quickly than their parents did. • 35 • cluded pictures of the candies to help teach counting. It has sold more than 1 million copies. Since then, more counting and math concept books have appeared using products such as Goldfish crackers, Fruit Loops cereal, Oreo cookies, and Hershey’s chocolate bars. Essential Viewpoints Products that once appealed to teens are now being marketed to their much younger siblings.