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Six Strategies Marketers Use to Get Kids to Want Stuff Bad

Six Strategies Marketers Use to Get Kids to Want Stuff Bad. Brittney Belshe , Sarah Berwick, Parker Scanlon. Small Kids = Huge Spending. Kids age 14 influence $160B spending in November & December ‘07 Average child sees 3,000 ads per day Marketers spend $1.4B/month marketing to kids.

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Six Strategies Marketers Use to Get Kids to Want Stuff Bad

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  1. Six Strategies Marketers Use to Get Kids to Want Stuff Bad Brittney Belshe, Sarah Berwick, Parker Scanlon

  2. Small Kids = Huge Spending • Kids age 14 influence $160B spending in November & December ‘07 • Average child sees 3,000 ads per day • Marketers spend $1.4B/month marketing to kids

  3. Techie Wish List • Wal-Mart Website • Two Elves nudge kids • Yes – Applause • No – Silence • Creates culture nagging • Poll • 52% agreed Wal-Mart went to far • Wal-Mart says it puts a modern twist on tradition

  4. Repetitive TV Spots • Typical kids watch 20 hours/week • View 40,000 TV ads per year • 8 weeks leading up to Christmas “hard eight” • Toy commercials take the place of cereal ads • Ads appeared on: • NBC, ABC, CBS, Fox, CW, Nickelodeon, & Cartoon Network

  5. Big-Screen Hype • Using movies as a stepping stone into homes • Top selling toys for Christmas 2009 • Twilight games • Princess and the Frog • New Star Wars • Hulk

  6. Books As Toys • Scholastic adding toys • “We are not a toy catalog by any means” • Judy Newman, President of Scholastic Book Club

  7. Faux Toy Shortage • When is a Toy shortage really a shortage and not to build media and hype? • T.M.X Elmo • 250,000 units sold Sept. 19, 2007 • Shortage set up by Mattel? • “Planned shortages are the perfect way to get kids to nag parents of presents” • Linn, Campaign for a Commercial-Free Childhood.

  8. Bus Radio • 2007 • Student-targeted programs • Music, News, & Commercials • 800 school buses • 8 mins/hour devoted to commercials • Ad revenue shared with school districts • 2009 • 10,000 busses, 1 M students, in 24 States • Campaign for a Commercial-Free Childhood • Ceasing operations

  9. Questions / Discussion • Are repetitive TV spots forcing kids to “want”? • Are interactive website like Wal-Mart’s “Elf Christmas site” too persuasive? • Should these sort of web sites be allowed? • Should it be up to the parents to regulate how much their kids see?

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