Download presentation
Presentation is loading. Please wait.
Published byPoppy Young Modified over 9 years ago
1
Jennifer Martin Article Review The Influence Behind the Shopping: The ones marketers are throwing their money at.
2
Santa’s New List Toy ad Influences The young ones whine Children will influence $160 billion for November and December Sliding Sales In 2005, sales fell 2% Here comes advertising $1.4 billion per month spent on marketing to children, up %15 from 2004
3
Wish lists and Cartoons Wal-mart’s interactive wish list for kids How it works “Helps create a culture of nagging” Ads on children’s networks Kid’s watch 20 hours of TV weekly Creates “brand awareness”
4
Books and Movies Books and toys go hand in hand “If you just have Shakespeare in there, kids won’t participate” Using movies to market toys Pirates of the Caribbean: Dead Man’s Chest Marketing towards 7-12 year olds Movie is PG-13
5
Shortages and The Old Yellow Bus Shortages: Record Sales or marketing ploy? 250,000 Elmos sold out in one day Critics say toy industries plan these shortages to increase urgency and demand The wheels of the bus go round with ads 800 buses in 12 cities play Bus Radio 8 minutes every hour devoted to commercials targeted at students
6
Gen Y – Influential Shoppers Those born from 1982 to 2000 82 million people Influence family purchases 81% of apparel purchases 52% of automobile purchases
7
Removing the Middle Man Generation Y goes for either cheap or high-end. “The moderate segment is getting more squeezed.” Name brands Looking for “something special” Powerful young adults Gen Y parents are less authoritative and “value their friendships with the kids”
8
Demanding instant gratification Generation Y is Impatient and Opinionated You have three seconds No forgiveness Don’t try to sell me
9
Conclusion Strong marketing trends toward younger generations Children and young adults have a huge influence on the spending of families and marketing is geared to this influence Its important for marketing to focus on both the placement and content of ads as well as the process of purchasing to be successful
10
Questions and References O’Donnell, Jayne. “Gen Y Sits on Top of the Consumer Food Chain: They’re Savvy Shoppers with Money and Influence.” USA Today 11 Oct. 2006: 3B Horovitz, Bruce. “6 Strategies Marketers Use to Get Kids to Want Stuff Bad.” USA Today 22 Nov. 2006: 1B-2B
Similar presentations
© 2025 SlidePlayer.com. Inc.
All rights reserved.