Ethics: Guidelines for marketing to children: How young is too young?
Last few days i am working on a research paper from XIMB. The details are available on http://www.ximb.ac.in/~beabs/mark.htm.
CONTEXT: A child gets up in the morning from his Disney bed, brushes in his special kid brush by Colgate, picks up his Pokemon cards and picks up Gini and Johnny backpack for school. In spite of the lucrative avenues we have to think where and how are we getting the information and is it justified making the kids cult brand followers. In consumerism, commercialism and marketing technique how far should we go in the corporate seduction of kids?
Deadline: 5th Sep, 2005
My thoughts
There had been a furore to protect unnecessary influence of kids from marketers, especially in case of Calcium Sandoz. We have taken some action in past to stop all this. The legal bodies exisiting in India:
1. Consumer Education and Research Centre (CERC) of Ahmedabad
2. Advertising Standards Council of India
The laws should be even more stringent.
Snippet:
Promotions by drug companies are downright worrisome. For instance, Novartis India Ltd, the manufacturer of Calcium Sandoz, has been visiting schools in Ahmedabad to conduct promotional pitches for the product. The company asks children to consume two calcium tablets a day in order to develop strong bones and a sharp brain. The sales talk was accompanied by a bunch of goodies, such as a 15-tablet doggy pack of the product with a pencil and an eraser with the same doggy symbols. In reality, Calcium Sandoz contained salts in addition to calcium carbonate and its indiscriminate use by children who did not suffer from a deficiency could cause the intake of excess salts and lead to the formation of kidney stones.
posted by MarkOUT at 4:21 AM
5 Comments:
How Marketers Target Kids
Kids represent an important demographic to marketers because they have their own purchasing power, they influence their parents' buying decisions and they're the adult consumers of the future. Industry spending on advertising to children has exploded in the past decade, increasing from a mere $100 million in 1990 to more than $2 billion in 2000.
Parents today are willing to buy more for their kids because trends such as smaller family size, dual incomes and postponing children until later in life mean that families have more disposable income. As well, guilt can play a role in spending decisions as time-stressed parents substitute material goods for time spent with their kids.
Strategies marketers employ to target children and teens
Pester Power
The marriage of psychology and marketing
Building brand name loyalty
Buzz or street marketing
Commercialization in education
The Internet
Marketing adult entertainment to kids
Special Issues for Young Children (Children Marketing)
1. Developmental concerns
2. Effects of materialism
3. Junk food advertising and nutrition concerns
4. Marketing toys based on teen and adult entertainment
5. Young consumers as collectors
CHILDREN MARKETING
Another Snippet: Snippet: Another advertisement has a hysterical mother looking for her child who hasn't returned from school. The kid is discovered gawking at television displays in shop windows. "But you don't let me watch television," whines the brat explaining his after-school pastime. The emotional blackmail works - and the brat happily skips home to a LG TV.
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