IIPM BBA MBA Institute: Student Notice Board
What do you call a consumer who wants to buy everything he fancies, doesn't care what it costs and is less than five feet tall? A marketer's dream? Nope… you call him a child.
In India and across the world, marketers target children as prospective buyers because their influence on a family's decisions is immense. Parents often buy things for their children and themselves at the bidding of the little ones.
So it is easy to see why burger and cola adverts are almost always aimed at children. Today's children are exceptionally receptive to advertorial suggestions. They have been exposed right since birth to colourful shop fronts and attractively packaged products displayed in shopping malls, fast-food restaurants and movie halls.
Television ads and information disseminated through the Internet, too, serve to mould a child's likes and dislikes. And when a movie star like Shah Rukh Khan or a sporting icon such as Sachin Tendulkar endorses a product, a child is sold on it instantly.
With advertisers bombarding children with messages and images day in and day out, even a two-year-old today recognises the logos and signs of prominent brands. As soon as a child begins to speak, he or she is ready to “make decisions”.
“My five-year-old daughter can recognise the McDonald's sign whenever we cross any market. We have to buy her the happy meal every time we go out or every time she sees an advertisement on television,” says Reema Dargan, a mother of two young girls.
Not only do children today have more disposable income at younger ages, but they have significant influence over family purchases. Marketing experts call it "pester power," or the "nag factor". Children have the ability to nag their parents to buy a specific product or take them to a particular restaurant. After all if your child asks you for the latest toy 37 times a day for a week, the odds are that you'll eventually give in and buy it.
Children are often used to sell products that are not even meant for children because the influence eventually pushes their parents to buy these commodities. For instance, ads for washing detergents and powders like Nirma and Surf Excel often bank upon children for impact.
These types of ads are designed to arouse the emotion of prospective customers. Using children in advertisements particularly in India, where many people can’t afford the products being promoted, is aimed at getting younger members of a family to buy those products.
It isn't just in the case of small household provisions like a toothpaste or a soap bar that children play a significant role. Even when it comes to buying capital goods such as a liquid crystal display (LCD) television or a car, parents nowadays often succumb to the exertions of their children.
Take the case of seven-year-old Darpan. When his father recently let it be known that he would be buying a Maruti Suzuki Alto, the little boy put his foot down. He told his father that he would have none of it. Eventually, Darpan's father had to settle for a more expensive car for the sake of his son.
The growing purchasing power of children represents an important element in a marketer's plans. Children not only have money of their own to spare, they also influence their parents' buying decisions. Even more important is the fact that they are the adult consumers of the future.
Parents today are willing to buy more for their children because trends such as smaller family size, dual incomes and postponing children until later in life mean that families have more disposable income. As well, guilt can play a role in spending decisions. Busy parents are unable to give enough quality time to their children, so they seek to make amends by plying the kids with material things.
Marketers have also become increasingly sophisticated these days, using research in developmental psychology to exploit the age-specific vulnerabilities of children and cast their messages in a much more powerful mould.
There is now a whole segment in the marketing industry devoted to figuring out how to sell things to children.
In order to know what makes kids tick, advertisers, with the help of well-paid researchers and psychologists, have access to in-depth knowledge about children's developmental, emotional and social needs at different ages.
Using research that analyses children's behaviour, fantasy lives, art work, and even their dreams, companies are able to craft sophisticated marketing strategies to reach young people.
For very young children up to five, who watch commercials and television programmes with equal attention, commercials aimed at this group often associate the product or brand with fun and happiness, rather than talking about actual product facts.
According to child psychologist Neeta Mehta, “Children don't develop a concept of other people's beliefs, desires and motives until they are at least six years old and it is difficult for children younger than seven or eight years old to understand that the intent of advertising is to get them to buy things. They also tend to take advertised claims about a product literally.”
Six-year-old Aatman buys everything that his favourite cartoon character Buzz Lightyear of Toy Story wears, even the wings which help him fly. Today Aatman has a wish: to be able to fly like Buzz Lightyear. He moves around the house in a Buzz Lightyear costume and the toy wings praying for his wish to get fulfilled.
Marketing aimed at teenagers focus on teens' insecurities. Teens are impressionable and the advertising of today manipulates them, controlling them by controlling their desires. They will embrace the newest trends that the advertising industry tells them they need for their own success and image. These adolescents will buy anything if it makes them look and feel "cool".
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM Marches Ahead in B-School Rankings...
IIPM in sync with the best of the business world.....
An array of unconventional career options
Ragging rights and wrongs
What do you call a consumer who wants to buy everything he fancies, doesn't care what it costs and is less than five feet tall? A marketer's dream? Nope… you call him a child.
In India and across the world, marketers target children as prospective buyers because their influence on a family's decisions is immense. Parents often buy things for their children and themselves at the bidding of the little ones.So it is easy to see why burger and cola adverts are almost always aimed at children. Today's children are exceptionally receptive to advertorial suggestions. They have been exposed right since birth to colourful shop fronts and attractively packaged products displayed in shopping malls, fast-food restaurants and movie halls.
Television ads and information disseminated through the Internet, too, serve to mould a child's likes and dislikes. And when a movie star like Shah Rukh Khan or a sporting icon such as Sachin Tendulkar endorses a product, a child is sold on it instantly.
With advertisers bombarding children with messages and images day in and day out, even a two-year-old today recognises the logos and signs of prominent brands. As soon as a child begins to speak, he or she is ready to “make decisions”.
“My five-year-old daughter can recognise the McDonald's sign whenever we cross any market. We have to buy her the happy meal every time we go out or every time she sees an advertisement on television,” says Reema Dargan, a mother of two young girls.
Not only do children today have more disposable income at younger ages, but they have significant influence over family purchases. Marketing experts call it "pester power," or the "nag factor". Children have the ability to nag their parents to buy a specific product or take them to a particular restaurant. After all if your child asks you for the latest toy 37 times a day for a week, the odds are that you'll eventually give in and buy it.
Children are often used to sell products that are not even meant for children because the influence eventually pushes their parents to buy these commodities. For instance, ads for washing detergents and powders like Nirma and Surf Excel often bank upon children for impact.
These types of ads are designed to arouse the emotion of prospective customers. Using children in advertisements particularly in India, where many people can’t afford the products being promoted, is aimed at getting younger members of a family to buy those products.
It isn't just in the case of small household provisions like a toothpaste or a soap bar that children play a significant role. Even when it comes to buying capital goods such as a liquid crystal display (LCD) television or a car, parents nowadays often succumb to the exertions of their children.
Take the case of seven-year-old Darpan. When his father recently let it be known that he would be buying a Maruti Suzuki Alto, the little boy put his foot down. He told his father that he would have none of it. Eventually, Darpan's father had to settle for a more expensive car for the sake of his son.
The growing purchasing power of children represents an important element in a marketer's plans. Children not only have money of their own to spare, they also influence their parents' buying decisions. Even more important is the fact that they are the adult consumers of the future.
Parents today are willing to buy more for their children because trends such as smaller family size, dual incomes and postponing children until later in life mean that families have more disposable income. As well, guilt can play a role in spending decisions. Busy parents are unable to give enough quality time to their children, so they seek to make amends by plying the kids with material things.Marketers have also become increasingly sophisticated these days, using research in developmental psychology to exploit the age-specific vulnerabilities of children and cast their messages in a much more powerful mould.
There is now a whole segment in the marketing industry devoted to figuring out how to sell things to children.
In order to know what makes kids tick, advertisers, with the help of well-paid researchers and psychologists, have access to in-depth knowledge about children's developmental, emotional and social needs at different ages.
Using research that analyses children's behaviour, fantasy lives, art work, and even their dreams, companies are able to craft sophisticated marketing strategies to reach young people.
For very young children up to five, who watch commercials and television programmes with equal attention, commercials aimed at this group often associate the product or brand with fun and happiness, rather than talking about actual product facts.
According to child psychologist Neeta Mehta, “Children don't develop a concept of other people's beliefs, desires and motives until they are at least six years old and it is difficult for children younger than seven or eight years old to understand that the intent of advertising is to get them to buy things. They also tend to take advertised claims about a product literally.”
Six-year-old Aatman buys everything that his favourite cartoon character Buzz Lightyear of Toy Story wears, even the wings which help him fly. Today Aatman has a wish: to be able to fly like Buzz Lightyear. He moves around the house in a Buzz Lightyear costume and the toy wings praying for his wish to get fulfilled.
Marketing aimed at teenagers focus on teens' insecurities. Teens are impressionable and the advertising of today manipulates them, controlling them by controlling their desires. They will embrace the newest trends that the advertising industry tells them they need for their own success and image. These adolescents will buy anything if it makes them look and feel "cool".
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM Marches Ahead in B-School Rankings...
IIPM in sync with the best of the business world.....
An array of unconventional career options
Ragging rights and wrongs
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