Marketing

Kid's Life

Today's child, unlike before, is very well informed about what is happening around him. Apparently, he is the same kid we have known for centuries. But with heavy exposure of media and internet, we have lost track of what really goes on in his mind. Do we really know What's HOT and what's NOT in kid's world?

let's have a closer into the lives of these kids to understand this segment in terms of their media habits, attitudes and behaviors

The typical weekday of these kids includes activities like going to school, watching TV, playing or doing home work. Weekdays are quite busy for 6-12 year old kids. The usual activities they are indulged in are going to school, watching television, doing homework and playing.

Children belonging to this age group are generally their own decision makers as they themselves want to decide as to what they want to buy when they go out for shopping, since70% of these kids like to go for shopping themselves. Since these kids are bombarded with advertisements, they are very well aware of all the brands available in the market. Hence, the choice of what brand to buy is also done by the child. The challenge for the parents of this powerful, yet picky, age group is buying things that are of their interest and at the same time useful for them.

Amongst children of this age group, it would not be wrong to say that Television is the biggest culprit, the most manipulative medium of selling their trends, fads, likes and dislikes. The films, cartoons or even ads they see would dictate them what is Ð''in' and what is Ð''out'. Even if these kids are divided into different financial strata, their basic habits and behaviors would stay the same. The only difference would be that one would buy brand names and yet the other would buy no-names. Spider man fad amongst boys lasted almost half a decade.

Understanding the kid's psyche, trying to determine which direction the wind is blowing, smart marketers can do wonders leaving the kids happy.

Research carried out by the Independent Television Commission has found that the effectiveness of advertising increases when the ads are shown in between or around programs aimed at children, or when children perceive an advertisement to be made 'for them' as, for example, with toys or breakfast cereals. A lot of advertising agency using animation characters for that, they create a story which kids always like (NestlÐ"© Quick Bunny, m&m's Red and Yellow, or using cartoons heroes ( Winny the Pooh, Mikki Mouse ) and hooking kids on reality to become same as they heroes just by bying same product as they are

First example for this in attachment 1:

A Pakistani company "City Boy" name says which target audience they are offering, create a cartoon character a boy with friends very familiar to kids from Kid's cartoon channel Nickelodeon company providing to kids same sweets which they lovely

Advertisements today are not so much about the products but rather about the character of the consumers and how they should feel when they use or possess the advertised product. Messages to children are all about the happiness, social status or success which accompany the possession or consumption of a certain toy or type of food.

Advertisement can isolate and shape children's preferences for different toys, TV characters, life styles, subcultures, etc. at different ages. Advertising proved to be particularly effective if these preferences were then fed back to them in the ads. A double reinforcement of values takes place, where children's preferences are formed by the media and presented to them again in advertising. This is good example of Ð''Safeguard'

Safeguard