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Parental Style: The Implications of What We Know (and Think We Know)
Les Carlson, Russell N. Laczniak and Chad Wertley, Journal of Advertising Research, Vol. 51, No. 2, 2011, pp. 427-435
This article presents a synthesis of our prior work in consumer socialization of children. We focus discussion on parents as consumer-socialization agents and offer a review of the effects of parents as agents of children’s consumer socialization as moderated by parental styles.
This article presents a synthesis of our prior work in consumer socialization of children. We focus discussion on parents as consumer-socialization agents and offer a review of the effects of parents as agents of children’s consumer socialization as moderated by parental styles. Our research has uncovered one particular parental style—“authoritatives”—that appears to be more engaged in consumer socialization. We also review the more limited work on how parental styles may actually influence children and suggest avenues for future research that incorporates the parental style framework. These additional research possibilities include investigating what inherent parental characteristics may account for regarding the unique consumer-socialization formats that parents may use with children.
Kellogg’s Pop-Tarts: repositioning as a teenage brand using a digital strategy
Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2010
The presentation of Mark Baynes, global marketing officer of the Kellogg Company, to the ANA’s 2010 Masters of Marketing conference is the focus of this report by Warc’s U.S.
The presentation of Mark Baynes, global marketing officer of the Kellogg Company, to the ANA’s 2010 Masters of Marketing conference is the focus of this report by Warc’s U.S. editor, Geoffrey Precourt. Baynes discusses Kellogg’s marketing of its children’s breakfast food brand, Pop-Tarts. The ‘Pop-Tarts Crazy Good’ campaign was launched in 2004 and introduced new flavors and suggested new uses to bring growth to the 40-year old brand, with a dedicated website becoming the central platform of interaction with its young consumers. In 2008, however, the brand had to rethink its strategy in light of new federal guidelines guarding against childhood obesity. The resulting ‘Pop-Tarts LOL’ campaign targeted a teenage audience and expanded the brand’s digital activity beyond its own website (‘owned’ media) into social media (‘earned’ media).
Licensed characters need to be fully integrated into kids’ brands
Bryan Urbick, Admap, May 2009, Issue 505, pp. 30-31
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 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. There are five `tiers’ of licensed property (discussed): `logo slap’, promotional use, character-affected products, character-related categories, character-integrated products. These tiers rise progressively in their degree of integration with the brand, likelihood of longer-lasting success, and avoidance of parental resentment (prevalent with the first two). Young people are inherently afraid of new things (neophobia); the familiarity of a well-loved character can help to overcome this. Marketers should develop stories for the characters which emphasise personality traits that link relevantly with the brand. Logo slap and mere promotion should be avoided. A good example (described) is Lazy Town, a children’s entertainment programme conveying messages of healthy living and lifestyle, which has had major successes in influencing eating behaviour. From a five-article feature on youth marketing.
Don’t bend rules on advertising food to children – embrace them
Anna Sampson, Admap, May 2009, Issue 505, pp. 16-19
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.
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 legislation is summarised. To avoid rejection companies need to embrace the spirit, not just the letter of the law. Bur a sensible balance can be achieved. Most mothers are pragmatic, and wish to balance healthy eating against some rewarding with treats. Five principles are suggested which will gain the trust of parents without sacrificing creativity: 1) balanced lifestyle messaging (including exercise, healthy eating and occasional treats); 2) involve the mothers with `family appeal’; 3) create interaction between parent and child; 4) be transparent with information, and turn mothers into advocates; 5) tap into heritage and provenance. Make sure the solution is firmly linked to the brand. Four steps to delivering a parent-targeted strategy: 1) consult and used parental insight; 2) ensure central control of all strategy; 3) monitor strategy performance through parents’ advocacy and consideration, not awareness; 4) continuously refresh the strategy.
Segments, Hugs and Rock ‘N’ Roll: An Attitudinal Segmentation of Parents and Young People
Janice Clark, Sara Jones, Eleni Romanou and Michelle Harrison, Market Research Society, Annual Conference, 2009
The article describes an attitudinal segmentation of parents and young people, conducted for the Department for Children Schools and Families (DCSF).
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 factors and aspects of family dynamics influence parents’ and children’s attitudes, aspirations and outcomes?’; the main objective was to get away from demographics in identifying policy targets. The multidisciplinary project required client and agency people to work closely together. The research design was traditional, involving desk, qualitative and quantitative research stages; the latter required robust random sampling. The analysis process resulted in nine parent and seven child attitudinal segments. Two of the segments are described in detail. Actions taken to ensure that the segmentation was disseminated through DCSF, and a number of applications resulting, are discussed: These segmentations are now informing all communications and social marketing undertaken by the Department, and are becoming embedded in all its thought processes.
Anupama Wagh-Koppar, Admap, January 2008, Issue 490, pp. 19-21
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.
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 adult behaviour, and exposed to adult media, before they have a sufficient degree of emotional maturity. Children are thus developing 'premature adults' (PMA) syndrome, the implications of which include uncertainty about their role and behaviour, the limiting of creativity and imagination, growing levels of cynicism (which will affect their attitudes as consumers) and the possibility of a loss of self-worth. Apart from a social responsibility, these developments will make brand advertising much harder in the future. A seven-point guide is offered for addressing children which will avoid PMA: retain innocence, simplicity and truthfulness, set a clear context, involve parents, use symbolic language carefully, and don't lure or deceive.
Keeping mum: speaking to your consumer
Andrew Thomas, Admap, May 2007, Issue 483, pp. 34-36
Andrew Thomas, e-business director at Bounty, discusses the findings of a recent survey investigating the opinions and behaviour of today's UK mum.
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, attitudes and priorities remain much as they were a generation ago - although an increasing number now use the internet.
Marketing to the four-eyed, four-legged consumer
Tim Coffey, David Siegel and Greg Livingston, Admap, July/August 2006, Issue 474, pp. 16-18
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 'mother and child' (the four-eyed, four-legged consumer in the title) depends on understanding the changes that occur as today's child matures from pre-birth to teen.
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 'mother and child' (the four-eyed, four-legged consumer in the title) depends on understanding the changes that occur as today's child matures from pre-birth to teen. They describe how the relationship, and inter-dependent influencing, develops - and how marketers can use this information.
The New Mom Economy
The Futures Company, TracyLocke/Yankelovich MONITOR Perspective, June 2006
A survey looking into U.S. mothers with young children (under the age of 12).
A survey looking into U.S. mothers with young children (under the age of 12). Mothers are a key group for marketers, as they are the primary decision-makers in a family's spending choices. The findings highlight various aspects of the "New Mom Economy", including the fact that the group is deeply family oriented, but feels stressed. They are savvy shoppers (paying attention to both prices and innovations), believe they do a better job of motherhood than their own monthers, and take close control of their children's media-viewing. New Moms' spending power is less than that of mothers of older children - and the group also believes that their family devotion is not best expressed through buying consumer goods. New Moms are divided along three attitudinal segments, each with their own media consumption and shopping trends and brand preferences: Lieutenant New Moms (focused on watchfulness), Sapphire New Moms (focused on image and appearance) and Coach New Moms (focused on teaching indepentendence).
The ‘nag factor’ and children’s product categories
Richard A. Briesch and Eileen Bridges, International Journal of Advertising, Vol. 25, No. 2, 2006, pp. 157-186
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 ‘nag factor’, reaching children so they will influence their parents’ purchase decisions.
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 ‘nag factor’, reaching children so they will influence their parents’ purchase decisions. Such influence may be observed as an apparent increase in varietyseeking behaviour. For product categories aimed at children, this study observes no difference in response to promotional activities (temporary price cuts, in-store displays and feature advertisements) between households with children and those without. However, households with children show greater sensitivity to price and greater variety seeking in the carbonated beverage and children’s breakfast cereal categories. Further, the present results are consistent with recent public policy research findings, in that media advertising may be driving children’s requests for brands in these categories. Because advertising messages cannot be completely prevented from reaching children, if one goal of American public policy is to promote healthy eating and reduce child obesity, it may be more effective to improve education and/or implement taxes that activate a price response in children’s food categories.
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