The world of children has changed a great deal over the last decade. Kids are no longer passive consumers of brands that they once used to be, but are active seekers and influencers for a whole range of products affecting their lives. While this is definitely true for products like chocolates, biscuits, ice-creams for which kids are the direct consumers it is also true for a whole other range of high-end consumables like packaged food, computers and believe it or not… cars! Kids are active seekers and influencers for a whole range of products affecting their lives.
It’s a given that the new generation of youngsters is an avid consumer of mass media, especially television. They watch TV with high involvement and more often than not easily led by what is shown on TV. They are increasingly vocal and influential when it comes to ‘Brand Choice’ and ‘Brand Purchase’. And this influence spreads to categories which may not be directly used by kids or products aimed at adult consumption (refrigerators, mobile phones, air conditioners, etc.) E.g.: salt ads, ads on spices, etc.
Advertisers are making their pitches to more and more younger audiences… ‘Catch them young’ seems to be the motto of the day.
Television ads for foods, toys or kitchen products teach children consumerism. They learn what products are available, what products do, and perhaps how to compare them.
Children learn how an item fits the lifestyle from cartoons, soap operas and serials. Thus children develop unrealistic ideas of how people live.
The variety and number of products targeted directly at young people have developed incredibility, from toys and clothes to music, magazines, TV channels and entertainment such as sports and electronic interactive media. Many companies focusing on children have realized that there is a need for redefining the generally accepted definition of childhood.
“Children are getting older beyond their years”, not least due to the dramatic advances in technology, but there are other aspects that make this target group even more important – also for manufacturer of products traditionally targeted at adults.
It is quite evident that today’s generation of children is more computer literate and advertising literate than ever. Equally, they are more brand literate.
Young people have an increasing influence on what their families purchase. Children are the ‘now’ generation. They may lack the so called sophistication of adults; act impulsively and without much rationale. However, advertising research demonstrates that any message that observes the basics of communicating with children in their own ‘Language’ will be registered, even at the very first showing.
Children do make demands on their parents to buy them things whose advertising they have been exposed to. Actions shoes had introduced kids’ shoes that had a light fitment which went on and off as one walked. Not a very persuasive communication but it had children pestering their parents to buy them that particular pair.
Children respond more positively to messages communicated visually rather than voice message. This is especially true among younger audiences, even up to the age of 10 or 12. Visual action is closer to their own play experience where actions speak louder than words. Television is a major form of entertainment. It is reported that children see almost 20,000 ads a year.
Children today are more exposed to media, are extremely brand as well as image conscious. To children, advertising is TV, when questioned about advertising, they invariably respond in terms of TV.
Also with age, TV starts playing a more important role in the kid’s like and the consumption of TV viewing also increases correspondingly. For most of the kids however, television advertising is an integral part of the entertainment that television
It’s a given that the new generation of youngsters is an avid consumer of mass media, especially television. They watch TV with high involvement and more often than not easily led by what is shown on TV. They are increasingly vocal and influential when it comes to ‘Brand Choice’ and ‘Brand Purchase’. And this influence spreads to categories which may not be directly used by kids or products aimed at adult consumption (refrigerators, mobile phones, air conditioners, etc.) E.g.: salt ads, ads on spices, etc.
Advertisers are making their pitches to more and more younger audiences… ‘Catch them young’ seems to be the motto of the day.
Television ads for foods, toys or kitchen products teach children consumerism. They learn what products are available, what products do, and perhaps how to compare them.
Children learn how an item fits the lifestyle from cartoons, soap operas and serials. Thus children develop unrealistic ideas of how people live.
The variety and number of products targeted directly at young people have developed incredibility, from toys and clothes to music, magazines, TV channels and entertainment such as sports and electronic interactive media. Many companies focusing on children have realized that there is a need for redefining the generally accepted definition of childhood.
“Children are getting older beyond their years”, not least due to the dramatic advances in technology, but there are other aspects that make this target group even more important – also for manufacturer of products traditionally targeted at adults.
It is quite evident that today’s generation of children is more computer literate and advertising literate than ever. Equally, they are more brand literate.
Young people have an increasing influence on what their families purchase. Children are the ‘now’ generation. They may lack the so called sophistication of adults; act impulsively and without much rationale. However, advertising research demonstrates that any message that observes the basics of communicating with children in their own ‘Language’ will be registered, even at the very first showing.
Children do make demands on their parents to buy them things whose advertising they have been exposed to. Actions shoes had introduced kids’ shoes that had a light fitment which went on and off as one walked. Not a very persuasive communication but it had children pestering their parents to buy them that particular pair.
Children respond more positively to messages communicated visually rather than voice message. This is especially true among younger audiences, even up to the age of 10 or 12. Visual action is closer to their own play experience where actions speak louder than words. Television is a major form of entertainment. It is reported that children see almost 20,000 ads a year.
Children today are more exposed to media, are extremely brand as well as image conscious. To children, advertising is TV, when questioned about advertising, they invariably respond in terms of TV.
Also with age, TV starts playing a more important role in the kid’s like and the consumption of TV viewing also increases correspondingly. For most of the kids however, television advertising is an integral part of the entertainment that television