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Essay / Research Paper Abstract
A 5 page paper that discusses the practice of marketing to children. There are good reasons companies target kids in their advertising. Children as young as 2 recognize brands and children influence their parents' purchases are just two of the reasons. This essay reports data regarding the buying power of children and youth and explains why young people have become such an important target market. Data included. Bibliography lists 5 sources.
Page Count:
5 pages (~225 words per page)
File: MM12_PGmktkd.rtf
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Unformatted sample text from the term paper:
customer for life. It is a valid premise because children and youth do indeed affect their parents choices when purchases are made. It is called the "nag factor," which means
simply that kids nag their parents to buy certain products (The Center for a New American Dream, 2002). The introduction of television to homes has made this an even
more potent form of advertising. It should come as no surprise, therefore, that billions of dollars are spent marketing to youngsters. Kids love commercials because they are interesting, attractive and
based on sound bites. Research has indicated that youngsters view in excess of 20,000 commercials every year, which amounts to 55 per day (The Center for a New American Dream,
2002). Other media and methods used to market to children include: magazines, especially those that are written for children; Channel One, the television network that is in schools; promotional toys
that are given away with purchases, like at McDonalds; logos on other products, such as on clothing; billboards; radio stations; and the Internet (National Institute on Media and the Family,
2002). In 2001, companies spent over $230 billion advertising their products and services (The Center for a New American Dream, 2002). Based on the census, that means that companies
spent $2,190 per household in the United States (The Center for a New American Dream, 2002). A large portion of that was directed at kids. Experts have estimated that the
food and beverage industry alone spends $13 billion per year marketing specifically to youngsters (The Center for a New American Dream, 2002). This industry accounts for half of all marketing
dollars spent targeting kids (The Center for a New American Dream, 2002). Consider some of the data regarding marketing to children (meaning minors): * Kids between the ages of 4
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