Advertising to children

Janet Grimes

In some ways agencies have to plan advertising to children with approaches that are very similar to campaigns addressed to adults - the target group must be carefully defined and the advertising must be likeable and, just as in any other market, levels of interest and motivation differ greatly between product areas.

Advertising to children

An agency view on children's attitudes to media, brands and advertising

Janet Grimes

In some ways agencies have to plan advertising to children with approaches that are very similar to campaigns addressed to adults - the target group must be carefully defined and the advertising must be likeable and, just as in any other market, levels of interest and motivation differ greatly between product areas. However, there are differences and this article discusses the relationship of children and media, their attitudes towards brands and the way age and gender affect their choices.

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