This one drives well Mom

Young children are increasingly the target of advertising and marketing because of the amount of money they spend themselves, the influence they have on their parents spending (the nag factor) and because of the money they will spend when they grow up. While this child-targeted marketing used to concentrate on sweets and toys, it now includes a range of adult-like products (Beder).

In the US there are over 57 million school age children and teenagers who spend about $100 billion each year of their own and their family's money on sweets, food, drinks, video and electronic products, toys, games, movies, sports, clothes and shoes. Additionally children 12 and under spend more than $11 billion of their own money and influence family spending decisions worth another $165 billion on food, household items like furniture, electrical appliances and computers, vacations, the family car and other spending (Beder).

The what? I followed up until “the family car.” Excuse me. Is the child driving the car through different terrains? Is the child filling up the gas tank and paying for maintenance and repairs? I think not.

One study estimated that children influenced $9 billion worth of car sales in 1994. That was in 1994—before cars had dvd players and other child friendly options. One car dealer even
explained: "Sometimes, the child literally is our customer. I have watched the child pick out the car (Beder).”

This means that car manufacturers cannot afford to ignore the children in their marketing. Companies such as Nissan sponsor the American Youth Soccer Organisation and a travelling geography exhibit in order to get exposure for their brand name and logo in child-friendly settings. Chrysler distributes 100s of thousands of glossy cardboard pop-up promotional books by direct mail that will appeal to children who love pop-up books. And Chevrolet has used advertisements featuring children. Some car dealers have added children's play areas and arcade games to their facilities (Beder).


Well, I guess if the child is happy in the backseat, mom and dad are happy in the front, right?


Beder, Sharon. “Marketing to Children.” View the entire article here

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