Advertising: Children & Teens

Age of Acquisition This is an advertising phrase that refers to peoples ages 18-34. Advertisers love this target group because: Although people in this group might have smaller incomes than older people, they often don’t have major financial obligations Younger people haven’t established brand loyalty Younger people are more gullible

Children & Teens Advertisers love people aged 2-17 because: rarely have financial obligations can ask their parents to buy stuff Susceptible to peer pressure Set trends Have a lifetime of consumption ahead of them Gullible

Ethical? Advertising to children is illegal in many European countries because it’s considered unethical to persuade a group as vulnerable as children to purchase products. Kids don’t understand the difference between entertainment and advertising Don’t fully understand the concept that advertisers are trying to persuade them to buy things until they are the age of 8

Strawberry Shortcake Strategy Advertising to children became very aggressive in the 1980’s, then the Strawberry Shortcake Strategy came about. This strategy involves creating a line of toys and then creating a TV show or movie for the purpose of marketing these toys. Before the 1980’s it worked the other way, the movie or TV show came first.

Advertising in Schools This is a very controversial issue regarding advertising geared toward children and teens. Why does this happen? Schools need money! This isn’t something we see too often here at Imagine Prep, but does happen in a lot of public schools. Channel One

Review Questions Hooking a young person on a product during their adolescence is useless, seeing as they usually grow out of it by the time they reach college. True False

Review Questions Hooking a young person on a product during their adolescence is useless, seeing as they usually grow out of it by the time they reach college. True False

Review Questions In 2007, advertising companies spent nearly half the amount spent in 1992 – or $17 billion – on targeting children and teens. True False

Review Questions In 2007, advertising companies spent nearly half the amount spent in 1992 – or $17 billion – on targeting children and teens. True False

Review Questions Younger people haven’t established brand loyalty the way older people have. True False

Review Questions Younger people haven’t established brand loyalty the way older people have. True False

Review Questions Children between 2 and 11 see several hundred ads per year, minus product placement. True False

Review Questions Children between 2 and 11 see several hundred ads per year, minus product placement. True False