Assignment: Targeting Young Consumers

Assignment: Targeting Young Consumers

Assignment: Targeting Young Consumers

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Marketers have developed sophisticated strategies for targeting young consumers. Magazines such as Teen Vogue and Sports Illustrated Kids contain glossy full-page ads promoting clothes, shoes, and beauty products. Websites targeted to children feature all types of advertising, and even schools are marketing products to children. By far, the easiest way to reach young people is through television. Recent estimates suggest that the average American child sees more than 25,000 television ads per year (Gantz, Schwartz, Angelini, & Rideout, 2007), although the amount varies depending on the age of the viewer (see Figure 2.3). But marketers are exploring new ways to reach young consumers through online sources and through personal, handheld technologies such as iPods and cell phones.

In this chapter, we will explore advertising messages targeted to children and teens. First, we will examine how marketing to children has changed over the years, focusing primarily on television advertising. Then we will look at the amount and nature of television advertising targeted to youth. Next we will give an overview of how children cognitively process and make sense of advertising. Then we will examine the persuasive impact of advertising on youth. The chapter will then turn to more recent marketing efforts targeted to children, including viral marketing, marketing in schools, product placement, and online advertising. We will close with an overview

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