Children: Marketing to parents and children

 

The article discusses the use of licensed properties (characters) in marketing brands to children. The problem is how to link the emotional value of licensed characters effectively with the brand. The ...

This article discusses the marketing of HFSS (high fat, salt and sugar) brands to children. It is banned from children’s programming and under increasing legislative and other pressure. The current le ...

The article describes an attitudinal segmentation of parents and young people, conducted for the Department for Children Schools and Families (DCSF). The central question for the study was 'Which fact

This article discusses marketing to children (in the context of India), and argues that current advertising is helping to push children into adulthood too soon. Children are being expected to adopt ad ...

Andrew Thomas, e-business director at Bounty, discusses the findings of a recent survey investigating the opinions and behaviour of today's UK mum. The survey revealed that despite changing lifestyles ...

In this excerpt from Marketing to the New Super Consumer, Mom & Kid, Tim Coffey, David Siegal and Greg Livingston, principals at the Cincinnati-based WonderGroup, argue that effective marketing to 'mo ...

When products are designed for the youth market, should marketers focus on parents? Or does it make more sense to target children directly? In the latter case, marketers in the USA often rely on the ‘ ...

This article outlines the restrictions on advertising to children in Norway. The Norwegian Marketing Control Act (1972) does not contain any special regulations regarding children and young people but ...

This is a good example of a thoughtful and well-integrated campaign. To support the launch of their new My First Bed range of beds for children, Silentnight ran a multi-channel campaign designed to st ...

With a relatively stagnant market, regulated to the point of no advertisements, SMA baby milk was hoping to increase its awareness of the sector. Through developing a segmentation approach to understa ...

This article provides a study of children's purchasing behaviour and their influence on that of their parents and families. It is based both on reviews of academic work, and analyses of available surv ...

Describes a research study exploring to what extent adolescents feel they influence family decisions and how far their parents disagree with them. Reviews previous academic work on the socialisation o ...

Discusses what children want from brands and what a brand has to be like to succeed with them. Children want brands that are interactive and instant. They are aware of brands early and are major influ ...

The paper presents a business case from the baby care category. It describes how the organization of the baby care shelf according to consumer/shopper needs leads to a win-win-win for the consumer, th ...

Describes a US research project (in a limited geographic area) to study how children are `socialised’ as consumers, and how this varies with demographics, ethnicity etc. Theoretical background, discus ...

David Lipson, president of Ackerman McQueen in Dallas, Texas, traces the story of LeapFrog, an electronic learning product introduced in 1997, which by 2003 had sales of over $300 million and won a ha ...

The changing composition of the family, changes in gender role orientation and individual differences in marketing or shopping ‘savvy’ seem likely to affect the degree of influence of different family ...

Greg Tucker, The Marketing Clinic, reveals some fascinating insights into food marketing. He explains how parents influence their children in food likes and dislikes and the importance of defining the ...

Sabrina Neeley, Miami University, and Tim Coffey, WonderGroup, share the findings of their research on Generation X and Generation Y moms. Find out who these moms are, how they differ from their own p ...

In this article on toy marketing, Ruth Clement at Mattel explains her research into the need states and drivers of mothers with young children, and the impact this has on toy ownership.

In this article Pat Spungin, child psychologist and parenting expert, explores why parents make the food purchases they do for their children, and finds some surprising answers.

Fred Bonner, professor of media and advertising research at the University of Amsterdam, argues that the family is evolving into a democratic DMU (decision-making unit), and that conventional research ...

Advertising to children is simply quite unlike advertising to any other group of the population. Here Winston Fletcher outlines some of the unique and challenging issues.

Children's magazines have the best of both worlds. Occupying that hallowed middle ground between educative aid and desirable treat, they represent a powerful medium through which to communicate with b ...

The majority of research on family purchase decision-making has been preoccupied with who makes decisions rather than how they are made. Therefore, there is limited understanding of the process and dy ...

Martin Lindstrom quotes extensively from his BRANDchild study in this overview of eight to fourteen year old children and claims they are the most influential generation in history. He describes the ...

Generation X was characterised by its 'whatever' attitude to life. But now the erstwhile X-ers have grown into responsible home-owning tax-paying adults, what set of values are they imposing on their ...

CBeebies was launched last year in the UK as the BBC's dedicated pre-school pan-media brand. Lyn Eryl-Jones looks at how the brand was conceived, created, launched and evaluated, and shows how the BBC ...

In this article, Maggie Geuens, Patrick De Pelsmacker and Gitte Mast examine the influence of family structure on the ways in which parents communicate about consumption to their children.

In this article, Jocelyn Bull ponders the role of the marketing agency in the creation of kids marketing campaigns and considers the responsibility that they have, together with promoters and parents, ...