A Comprehensive Report on Marketing Techniques and Effects on Children

This report provides a detailed analysis of marketing techniques targeted towards children, exploring the motivations behind this approach and the strategies employed. It examines the significant role children play as consumers and influencers, highlighting how marketers leverage digital media and social platforms to reach them. The report delves into specific marketing techniques, including the use of celebrities, online advertising, and contests, while also addressing the ethical considerations involved, emphasizing transparency and authenticity. Furthermore, it discusses the potential effects of marketing on children, such as links to obesity and the impact of exposure to various advertising contents. The report concludes by emphasizing the importance of parental and policy maker awareness in safeguarding children from negative advertising impacts.

1. Marketing Techniques
1.1 Why target children?
Children form an important part of demography for advertisers. Children are
not only considered as future clients but also effective decision makers and
influencers. According to experts in the industry, the capacity to influence
parents and access to discretionary income have increased over the years.
Again, it has been noticed that due to humongous increase in the number of
TV channels, the size of the target audience has become narrow and
distinctive (Schwartz, Kunkel, & DeLucia, 2013). Thus providing the marketers
to have access to the minds of the children and grow a media space
exclusively for kids at a faster pace. According to a report by
PriceWaterhouseCooper’s, the digital media market which caters to under 13
is growing at a rate of 25% per annum. Thus, it is evident, that there is
enough potential and scope for the markets targeted towards the children.
1.2 Techniques of Marketing Towards Children
In today’s world, children have access to internet and social media, and the
job of the marketers has become all the easier. In some case, it has been
observed that certain marketers resort to tricky ways of entering a child’s
world. It can be through their favourite celebrities, adverts before the starting
of any online game, some form of contests or sweepstakes or maybe some
flashy online banners with their favourite cartoon character, catchy caption or
celebrities. In the present context, advertising is inextricabley linked with
entertainments.
The brands are also depending on the typicality of kids called “pester power”
by the industry, where the interest in the products are hiked to such an
extent, that the kids pester their parents to buy the product (Calvert S. , 2008).
The companies are also taking the help of research to understand the
fantasies, dreams, artworks and the child’d daily life to customize
advertisements for a specific group of children.

1.3 Ethics Involved in Marketing for Children
The marketers can come under the fire of scrutiny by authorities if the content
is not apt for the target audience, especially when children are concerned.
The parents should be satisfied that whatever the children are watching are
safe and authentic. Thus authenticity and transparency is the first and
foremost requirement in marketing strategies aimed towards children (Moore,
2004).
The children should be allowed to advocate the product on their own and
there should be nothing in the content of marketing, where there is an iota of
push towards the product. Children forms a very loyal customer base and they
should be able to appreciate and in turn, involuntarily, market among their
peers.
1.4 Effects of Marketing on Children
The effect of marketing on children has been linked to obesity in children,
though not directly, but there has been controversies surrounding the idea of
obesity being linked with marketing towards children. Also Type 2 Diabetes
has been linked to marketing by the food industry. The exposure is high and it
can have adverse effects on the young minds. In today’s world, the marketers
can reach the children through online and various other social networking
systems (Story, 2004). The parents and the policy makers should be wary of
the contents and the parents should also ensure that the children are not
exposed to any negative adverts.

References
Calvert, S. (2008). Children as consumers: Advertising and Marketing. The Future of
Children , 205-234.
Moore, E. (2004). Children and the changing world of advertising. Journal of
Business Ethics , 161-167.
Schwartz, M., Kunkel, D., & DeLucia, S. (2013). Food Marketing to Youth: Pervasive,
powerful, and pernicious. Communication Research Trends , 4-13.
Story, M. &. (2004). Food advertising and marketing directed at children and
adolescents in the US. International Journal of Behavioral Nutrition and Physical
Activity , 3.