Presentation Transcript

1. Tom Inglis Katie Johnson David Hogan By: Bruce Horovitz

   6 Strategies Marketers Use to Get Kids to Want Stuff Bad

2. Marketing to Children Kids through age 14 influence $160 billion in spending in November & December Last year toy sales dropped 2% Plush Toys by 14% Board Games by 8% Companies are finding new ways to grab children’s attention
3. Child Statistics The average American child will see 40,000+ TV commercials per year Young children begin to develop brand awarenessaround 2 years old and can not distinguish TVprograms from commercials. Today, $17 billion is spent to influence purchases sooner than ever.
4. Techie Wish Lists Repetitive TV Spots Kids watch TV an average of 20 hours per week Hard Eight: eight weeks leading up to Christmas when prices jump for ad slots on kids shows Some companies will spend their entire TV ad budget during the final quarter Wal-Mart’s Toy Wish List Featured two elves encouraging kids to select toys by giving applause when they select yes under a toy The elves promised to send the wish list directly to the child’s parents once they were done.
5. Faux Toy Shortages TMX Elmo – $39.99, 250,000 sold in one day Caused an immediate shortage Creates a sense of urgency for the toy Mattel argues that they don’t plan it - it causes angry and dissatisfied customers
6. Pros Cons Bus Radio Critics say “the school bus is one of the only places left in society where a child is free from a sales pitch.” Promoted the BRATZ Dolls DVD – American Psychological Association singled out as adding to the sexualization of young girls Student-targeted programming- music, news, commercials 800 buses in 12 cities About 8 minutes devoted to commercials per hour Claims that it improves student behavior AD revenue shared with school districts
7. Books as Toys Big Screen sales Advertising movie star roles to kids is a common practice. “Hook the kids hearts and their parents wallets will follow” – Ruskin Pirates of the Caribbean Over 50 different toys are geared towards 7-12 year olds even though the movie is rated PG-13 Scholastic has taken on the toy market, selling books along with toys and games in a package deal Almost half of the books featured on the cover of its 2006 Holiday Gift Books catalogue are marketed with a toy Many magazines are kid versions of adult magazines, Sports Illustrated, Teen Vogue, & child celebrity obsession magazines
8. Credit for Kids Credit card companies are aiming younger for new customers. Visa Buxx and Payjr. Mastercard for kids at age 13. Parents can prepay and monitor spending. Robert Manning, author of Credit Card Nation says they are targeting kids at the age of three. With credit cards in cartoons and games. The idea is to start with a card, then school, car and finally mortgage. (Lagoria)
9. Blazer Courts In 2007 the Trail Blazers refinished 12 basketball courts in 10 Portland Public Schools, requiring their logo to be on each end. (Blazers.com)
10. Works Cited "Make it Better Release." Blazers.com. Nov 2008. Portland Trail Blazers. 20 Jan 2009 <http://www.nba.com/blazers/makeitbetter/Make_it_Better-241991-1218.html>. Lagorio, Christine. "Meet Generation Plastic"." CBS Evening News. 17 May 2007. CBS News. 21 Jan 2009 <http://www.mediafamily.org/facts/facts_childadv.shtml>. http://www.busradio.com http://www.commercialexploitation.org/actions/busradio.htm http://www.youtube.com