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Pre-K Strategies For 10-K Growth

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Pre-K Strategies For 10-K Growth

Running head: PRE-K STRATEGIES FOR 10-K GROWTH

Pre-K Strategies for 10-K Growth

By: Troy A. Johnson

Argosy University

MSM program

02/11/10

Marketing to children may sometimes be controversial, but there are plenty of advantages in targeting this sector. Positioning and pricing aimed at those aged 4-17 offers a several hundred billion dollar market. This young market has some earning potential and they are eager to try new products. They can be reached through multiple devices because they are generally the most tech savvy of any sector. “Youths also shape the buying patterns of their families. From vacation choices to car purchases to meal selections, they exert a tremendous power over the family pocketbook.” (Calvert, 2008) Understanding the purchasing influence of this demographic enables web marketing service companies to design advertisements that efficiently capture market share.

Analysts need to be aware that advertising to minors generally comes with the stigma of exploitation, so as a rule the product being advertised should generally carry some tangible benefit for this particular young age group. Advertising casinos to children for example could generate negative PR. There are only a few disadvantages to advertising to the younger population. Primarily young people are not the ultimate decision makers when it comes to large purchases regardless of their apparent influence. Marketing strategists should analyze the level of influence that children have on a per product basis. Once the level of influence has been determined marketing dollars can be allocated for those advertisements.

Advertising to children requires experience in marketing and an understanding of basic behavioral psychology. Companies use attention getting tools such as famous actors and cartoon characters to deliver their message. For example “Rights to use popular television cartoon characters like Nickelodeon’s Sponge-Bob SquarePants, who are licensed for a fee to various companies, help sell products ranging from cereal to vacations, while animated characters such as Tony the Tiger are spokesmen for a specific product, in this instance Kellogg’s Frosted Flakes. Similarly, the Ronald McDonald character is used to sell the McDonald’s brand, including Happy Meals, and has recently taken on a new role as a physical fitness guru.” (Calvert, 2008) McDonald’s uses their character to increase brand awareness through repetition and their new mascot obsession with fitness helps to reshape public perception. In conclusion using advertising that targets children may help supplement a company’s overall advertising campaign strategy.

References:

Calvert, Sandra L.

Children as Consumers: Advertising and Marketing.

Future of Children

; Spring2008, Vol. 18 Issue 1, p205-234, 30p