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Kid Kustomers

Kid Kustomers. Kids as Consumers P. Snively February 9, 2009. Three Markets in One. Current market: 4.2 billion/year Children have needs; have money and are willing to spend money Future market Future consumers to be cultivated now A Market of Influentials

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Kid Kustomers

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  1. Kid Kustomers Kids as Consumers P. Snively February 9, 2009

  2. Three Markets in One • Current market: 4.2 billion/year • Children have needs; have money and are willing to spend money • Future market • Future consumers to be cultivated now • A Market of Influentials • Children influence their parents. [Ex. Cereals] • Source: James U. McNeal, From Savers to Spenders

  3. Direction of Children’s Advertising Marketer’s Comments “It’s not just getting kids to whine…it’s giving them a specific reason to ask for the product Children as “surrogate salesmen”-Packard Aim: Get kids to nag their parents and nag them well

  4. Children’s Styles and Appeals Pleading Nag “please;” “mom…mom…please” Forceful Nag – extremely pushy “Well…then I’ll just ask Dad!” Pity Nag – claims child will be heartbroken, teased, or socially stunted. “Everyone is going to laugh at me”

  5. Key: Buy into Universal Values • “The key is getting children to see a firm” • Firm = Mom, Dad, Grandpa, Grandma • Buy into Universal Values: Patriotism • Criteria for a Market Group • Need for the product • Authority to buy the product: child being permitted by those in charge to buy products • Ability to purchase the product • Desire to use their buying power

  6. Affecting Children’s Behaviors Learn their tastes: surveys, analyze artwork, focus groups for children Study academic literature on child development Acuff: What Kids Buy and Why [1997] Stresses the importance of dreams 80% of children dream of animals [Barney; Teletubbies; Disney characters

  7. Questions to Consider: • 1-In our present society, what do you think still motivates children to buy things? • 2-Are children exposed to commercial abuses?

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