So my son woke me up telling me he needed Star Wars toilet paper. That Star Wars Toilet Paper was the only paper that could help his bum. He just turned four, and has never seen Star Wars, so I'm thinking there is actually a product called Star Wars Toilet Paper trademarking off Carrie Fisher squating in front of a droid begging for help?Here's some stuff you need to know about children and advertising I want to pass on courtesy of the National Institute for Media and the Family. In 1997, $1.3 billion was spent on television advertisements directed at children. Counting all media, advertising and marketing budgets aimed at children approached $12 billion (McNeal, 1999).
By the age of two, my children are all able to call out McDonald's, Zoo and Home Depot logos. The average child watches as many as 40,000 commericals a year, and can't tell the difference between commercials and regular TV shows. What I can say is my guys know when the really good, really short little shows are lined up and perk up for commercials so they can bow to the alter and play "need it, want it".
Simply put, children influence parental spending, so all advertising now aims at children to increase "nag factor". I've pointed out in the past how marketers target the young to create brand loyalties and children don't just influence spending on kids toys and food - it's everything from carpets to cars. A lot of adult products are being paired with kid-friendliess (oh, and billions of dollars) to influence the young to pressure the old to part ways with their money.
We're all familiar with the use of cartoon characters and toys to draw attention to all kinds of products, but I was surprised to learn there was a Sports Illustrated magazine for Kids. And I was really surprised to know there were ads for Minivans in it. Come join me in my slack-jawed awe at these tidbits of information.
- databases of child customers are being built from information gathered on Internet sign-ups and chat rooms, from electronic toy registries at stores like Toys 'R' Us
- in-school news briefs force kids to watch commercials in school
- budget cuts draw advertisers like food brings racoons, offering cash for access to students
- in-school news briefs force kids to watch commercials in school
- Promotional licensing of products aimed at kids which include media pitches
- Do you have any idea how many Children's TV and radio networks there are?
- Children's toys are starting to carry product placements (Barbie™ dolls with Coca Cola™ accessories for example)
- almost every fast food chain now has give-away programs including promotional merchandise (McDonald's™ "Happy Meals, etc.)
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