Companies looking to reach young consumers are forced to understand the viewpoint of children. Imagining the marketing approaches through the eyes of children is not easy, but good information about the target may be the key to success. Nestlé has for instance created websites where they mention the nutritional effects of their cereals for the knowledge of parents. Through such an interaction, children can participate in the decision making process, play with their favorite characters, and also see ongoing promotions.
[...] It was for example the case of balls in the 1990s, or children trying to win the ball from the other to augment their popularity through their collection. The significance of "characters" in the marketing of children The character can assume different roles with children (J. Bree and DD Cegarra, 1994), the largest being the hero idol: he is the one that lies at the center of the action and is distinguished by a striking originality (e.g. Spiderman, SpongeBob). It is an example for the child. [...]
[...] It represents the integration process for own consumption in the individual. The child assimilates the market perception, knowledge of the concepts of advertising and brand. He learns to differentiate between categories of products, makes choices by considering multiple variables, and integrates the notion of price. The child also realizes the real motivations of advertising. It becomes effective and responsive in their choices and begins to assimilate the influence he has on his family or his peers or that they may have on him. [...]
[...] The reason for this loyalty is relatively simple; children learn to recognize the brands in their family. Their mother buys them, and choice of products is the result of a process of comparison and optimum decision, or that providing the best for the child. In the eyes of young consumers, these brands have the security of their mother. Moreover, when learning of consumption, the products used at an early age serve as references for others. The critical age to target and seduce for brands is that of 6-9 years, when the child learns to use and evaluate products. [...]
[...] The analysis of the mechanisms of brand loyalty among children is a major issue for companies wishing to establish a lasting relationship Young consumers in advertising The issue of advertising in children has also been highlighted on numerous occasions. There have been protests from parents and consumer groups (J. Bree, 2007) but these young consumers are not equipped to deal with strategies marketing of large companies. Today, it remains a taboo subject. C. Pecheux and C. Derbez (2002), in their text on the child's attitude towards a brand say that advertising is designed to acquaint the child with new brands, to be bought by parents or themselves. [...]
[...] The variable "price" is very important in choosing for the child as he learns the art of comparison. The size of the product is crucial Research and information processing in children Once again, children differ from adults in their ability or lack of ability to process information. The process of standard treatment of adults is therefore obviously not for children who do not have the same level of perception, nor attention. They tend to analyze the elements rather than focal points. [...]
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