Advertisements To The Kids

Group 2 Amol Amruta Terdal Anand Harani Ankit Gautam Ankita Gupta

Ankita

INTRODUCTION
Advertising is an attempt to persuade someone to buy a good or service Since the 1920s advertising has grown massively

The average viewer views about 5000 ads in just one day
Motive is to generate increased consumption of their products or services through "branding"

Advertisement towards kids

Children under 5 years of age see advertising just as Entertainment Between 5 and 7 children begin to understand the promotional, informative, persuasive, and commercial functions of advertising By 8-9 years of age most children understand the commercial and persuasive function of advertising. Kids aged 3-11 comprise about 36 million potential customers who have purchasing power of over $ 18 million

TV for Infants & Toddlers: What are the opportunities?

Children 6 and younger spend an average of two hours a day with screen media 75% of children six & younger live in homes where TV is on half the time, and 33% in homes where is on continuously 25% of children <6 are heavy watchers with more than 2 hours/day 97% have products (toys, clothes, etc.) based on TV characters/movies

Types of Advertising

Amruta

Without effective and targeted advertising, a business cannot succeed. There are many types of advertising a business can utilize in effort to increase their sales.

TV and Radio

Print

Internet

Out of Home

More
Video games Movie theatres School Newspapers Magazines Clothing Stores Billboard Buses

Children are affected by Ads

Kids exert more influence on parent buying decisions Splintered families means more gift giving Children under 12 already spend a whopping $28 billion a year. Teen-agers spend $100 billion. Children also influence another $249 billion spent by their parents Parents ceded power to kids beginning in the 1980s Building brand name loyalty

Examples of Advertisements
Fast food Restaurants Soda Stores Snack foods Breakfast cereal

IMPACT OF ADVERTISMENT ON CHILDREN

ankit

HEALTH

SOCIAL

ETHICAL

HEALTH ISSUES
Child Obesity Dental Diet Body image

Unhealthy Ads
Kids are filled with advertisements for junk food and fast foods Kids see one food commercial every five minutes during Saturday morning cartoons, most of them for foods high in fat, sugar and calories

SOCIAL ISSUES

ETHICAL ISSUES

School TV

Amol

CH 1 is touted as the leading provider of TV news and educational programs to Americas secondary schools; it is in 40% of middle and high schools There are 8 million kids in 12,000 classrooms who watch commercial TV Advertising rates are as high as $200,000 per 30 sec. ad 20% of airtime devoted to political, economic, social & political stories; 80% to advertising, sports, disaster, weather & features.

Internet Marketing to Kids

Twice as many children live in a home with Internet access (63%) as live in a home with newspaper subscription (34%) 60% of kids age 8-14 have Internet access, and 76% of them use it regularly 67% of teens and 37% of children purchased or researched products on the internet. Some Internet vendors offer Web-only debit cards to teens, good for purchases at an affiliated-Web site.

MCD site visits

365000 kid visits a day, Age : 2-11 291000 Teen visits a day, Age : 12-17 40% of young children ask to go to Mc Donald's every week. 15% of Pre- Schoolers want to go everyday. 84% of parents take their kids every week.

PRINT ADVERTISMENT

Positive impact of advertisement

Teaches them consumerism habits. Understand that people are trying to sell. Recognize the intent of an advertisement.

Anand

The dark side..

Most children watch an average of 3-4 hours of TV/day, 28 hours/week Each year kids spend 900 hours in classrooms while 1500 hrs in front of TV

By the end of elementary school kids witness 100,000 violent acts & 8,000 murders (doubles again by end of high school)
Kids who watch more violent TV tend to behave more aggressively, be less sensitive to others, are more fearful, and prefer violent entertainment Prime time contains about 5 violent acts per hour compared with 26 per hour during Saturday morning childrens TV

Most children do not understand that the purpose of advertising is to sell a product and are more likely to believe claims Kids who watch 4 hours or more of TV/day spend less time on school work, have poorer reading skills, play less well with friends, and have fewer hobbies Textbook slip covers ads and school-bus bill boards

Marketers view on advertising to children

Vulnerable. Important target as they are major consumer of products Spend billions of dollars on products like food, clothing, toys Encouraging, persuading and manipulating people consumer lifestyle Influence on parents spending. Children under 18 have an average $31.60 to spend each week.