What are the most successful routes for advertising to children?

While much advertising is aimed at a broad spectrum of children, it should be recognized that there are wide differences in cognitive and emotional development between younger and older children.

What are the most successful routes for advertising to children?

While advertising is often targeted at 6- to 12-year-olds, there are wide differences in cognitive and emotional development between children across this age spectrum. For advertising communication to be comprehensible, the elements of the message must be modulated to fit the needs and skills of children at various developmental phases.

EMOTIONAL NEEDS

Research has shown that kids go through four basic stages of emotional needs. These overlap because different children progress at different rates.

The Nursery stage (up to 4 years) is characterized by a safe, cozy, warm, nurturing environment....

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