TAILIEUCHUNG - Children as Consumers: Adver tising and Marketing

A relatively new development is the use of social media marketing. eMarketer estimates that social-media marketing will account for 10% or $ billion, in online advertising spending. Social media marketing is a broad category of advertising spending, including advertising using social networks, virtual worlds, user-generated product reviews, blogger endorsements, RSS feeds of content and social news sites, podcasts, games, and consumer generated advertising. Why use social media marketing? Social media marketing offers these primary benefits: It can encourage interaction between consumers and brands. It can enhance perceptions of the “brand as person,” thereby strengthening a brand’s personality,. | Children as Consumers Advertising and Marketing Sandra L. Calvert Summary Marketing and advertising support the . economy by promoting the sale of goods and services to consumers both adults and children. Sandra Calvert addresses product marketing to children and shows that although marketers have targeted children for decades two recent trends have increased their interest in child consumers. First both the discretionary income of children and their power to influence parent purchases have increased over time. Second as the enormous increase in the number of available television channels has led to smaller audiences for each channel digital interactive technologies have simultaneously opened new routes to narrow cast to children thereby creating a growing media space just for children and children s products. Calvert explains that paid advertising to children primarily involves television spots that feature toys and food products most of which are high in fat and sugar and low in nutritional value. Newer marketing approaches have led to online advertising and to so-called stealth marketing techniques such as embedding products in the program content in films online and in video games. All these marketing strategies says Calvert make children younger than eight especially vulnerable because they lack the cognitive skills to understand the persuasive intent of television and online advertisements. The new stealth techniques can also undermine the consumer defenses even of older children and adolescents. Calvert explains that government regulations implemented by the Federal Communications Commission and the Federal Trade Commission provide some protection for children from advertising and marketing practices. Regulators exert more control over content on scarce television airwaves that belong to the public than over content on the more open online spaces. Overall Calvert concludes children live and grow up in a highly sophisticated marketing environment that .

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