By Marcia Amidon Lüsted
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Extra resources for Advertising to Children
As younger kids want to be treated like older kids at an earlier age, the tween category has grown as a way to handle this transition group. Tweening is the marketing of products and entertainment that were once thought suitable for teens to younger and younger kids. If a child in kindergarten comes home wanting a T-shirt with the name of a popular rock star on it, chances are he or she has been targeted by tweening. Marketing to tweens is an increasingly important part of marketing to kids as a whole.
53 • Chapter 5 Young consumers know what they want, and they want their opinions to be heard. Creating Savvy Consumers I n many ways, both the advertisers and the target age-group feel that it is important to give young consumers their own voice. Parents and other adults used to determine what was appropriate for children and whether it was healthy or nutritious • 54 • Advertising toChildren or educational. But with the advent of marketing campaigns targeted to kids, many have developed their own distinctive voice in the consumer culture.
40 • Advertising toChildren The latest video game is often the newest cool thing. • 41 • Chapter 4 Many foods are altered or packaged to appeal to kids. Food Marketing I t might seem like the simplest thing in the world: when people are hungry, they go to the kitchen and find something to eat, or perhaps go out to a restaurant for a meal. But for kids today, there is an entire system in place to subtly direct just • 42 • Advertising toChildren what they want to eat, and when and where they will eat it.
Advertising to Children by Marcia Amidon Lüsted