Consuming Kids - Lecture notes 1 PDF

Preview

Summary

How Kids media is consumed by them...

Description

"Consuming Kids" and "The Corporation"  Overall thesis: children are vulnerable to persuasive advertising Targeting  The intentional pursuit of specific segments of society for purposes of selling goods  Aim to reach different groups with specific messages about how certain products tie into their lifestyle Why intense interest in targeting children and teens?  Changes in family structure  Changes in attitudes toward spending  Sheer size of child and teen market o Size o Spending power and influence Interesting in marketing to children because they…  Purchase goods  Influence family purchases Three major ways marketers view children:  "Kids" vs "mini-adults" o "Kid culture" drives marketing decisions  Kids need their own products, stores and media o Treat children as "sophisticated consumers"  Target children directly, segment market  Provide adult-like buying opportunities  Market adult products/services in "miniature form"  Purchasers vs influencers o Kids are big buyers  Have their own money (family structure changes)  Have a passion for purchasing  Are exposed to a growing world of commerce o Kids are also influencers  Current vs future consumers o Current purchasing power and influence is valued o Potential for future consumption is not overlooked  Brand loyal children are equated with future adult customers Marketers' view of children  View of children is multifaceted, contradictory o If they really are "kids" with their own culture, is it appropriate to treat them as "miniadults"?  Child's changing role as purchaser and family decision-maker provides opportunities to the marketer o Potential to influence entire family's purchases; generate future markets (and revenue) Television has responded to needs of advertisers

  

Target segments of children and teens Branded format ("Franchising") o Arranging programming into a package to reflect target group identity Signaling o Creating programming that indicates to certain types of people that they ought to be part of the audience (and others that they don't belong)

Online/Apps/Social Media  Provides opportunities to target narrow age groups  Offer branded environment  Ad and content blurred  Relationship marketing Problem with advertising in schools  Cedes control of curriculum  Compromises integrity of education  Carry weight of endorsement  Blurs line between education and propaganda  Bypasses review process/teachers not effective gatekeepers  Advertisers are trying to build a consumer base (not educated people)  Unethical and exploits children...