The research recently conducted in Canada shows that children make a highly valuable social segment for advertisers. It appeared that kids influence eating choices, clothing purchases, and family entertainment options of their adults for more than 95 percent. As most families have a bigger purchasing power and fewer kids now, the advertising to children boomed in the last 20 years. There are a few solid reasons why children are better targets for advertising than their parents. In the first place, kids are more likely to influence the purchase. Many things parents never need they buy because children want it. Besides, children make parents spend more money than they initially intended. And last, children appreciate bright ads immensely. When their parents do not even see billboards around them, kids catch every glimpse of nearby ads.
Attracting the child’s attention is always easy, but marketers do everything to hit the nail on the head. Instead of targeting on the mom, advertisers address kids who will inevitably pester their mother until they eventually get the toy. In fact, children can do a great job for marketers, and parents do not always resist. As we said, modern parents can allow much more than they used to.
Large marketing companies designed for children always occur in schools. Even if there are no add boards, schools have a cafeteria full of soft drinks and equipment purchased by sponsors. Companies try to boost brand awareness of young people to influence their future purchases. Manufacturers of snacks and fast food conduct vast campaigns in schools raising concerns of some parents. Whether directly or not, companies need children to make choices and influence their parents in turn.