Marketing to Kids - US - October 2012
“The primary concern for any marketer targeting kids is that they do not inadvertently offend parents or children’s advocacy groups with cleverly designed campaigns that may be deemed ‘too effective’ or exploitative of impressionable kids—particularly for products that are not seen as beneficial for kids. Aside from this key issue, marketers can look at social, demographic, health, and technology trends to help guide their efforts. For example, obesity and childhood nutrition remain are top concerns that marketers may address in their communication; the increasing cultural diversity of kids aged 6-11 also needs to be considered in advertising, as well as kids’ propensity to engage in multiple media forms simultaneously.”
– Fiona O’Donnell, Senior Lifestyles & Leisure Analyst
Some questions answered in this report include:
- Can social media be used successfully (and ethically) to target kids?
- Though obesity rates have plateaued, to what extent does health remain an issue?
- What challenges do marketers face to creatively use new marketing channels to appeal to kids?
- How does kids’ fragmented attention to multiple channels present both a challenge and an opportunity for marketers?
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