21-11-2012, 02:27 PM
Impact of TV ads on buying behavior, children
Impact of TV.pptx (Size: 734.35 KB / Downloads: 29)
Why do marketers target children?
Pester Power
Persistence
importance
“We're relying on the kid to pester the mom to buy the product, rather than going straight to the mom.“
-Barbara A. Martino, AdvertisingExecutive
It’s a brat’s world
They decide the kind of clothes to wear
where the family goes on Friday night dinner
which movie to watch
and what books to buy
Drivers of pester power
Double incomes
New lifestyles
Grandparents’ role
Delayed parenthood
Greater exposure to kids
Growth of retail sector
Kids channels
Children and advertising issues and concerns
Parents affordability
Pester power
Making children feel inferior
Showing them in a sexual way
Advertising soft drinks, junk food…
What is the Role of Advertising in Promoting Food Choices?
It is claimed that advertising manipulates consumer preferences, thereby reinforcing the biological pressures driving obesity