This document discusses how marketers target children through digital technologies. As children develop digital literacy at a young age, often with unsupervised internet access, marketers have developed new strategies to target them online. These strategies include advertising through games, videos, and social media using bright colors and movement to attract children's attention. Marketers also collect personal information from children through online surveys and use it to personalize ads. While targeting children, marketers aim to develop brand loyalty from a young age and influence $500 billion in annual household purchasing swayed by children.
8. “[They're] relying on
the kid to pester the
mom to buy the
product, rather than
going straight to the
mom.”
Barbara A. Martino,
Advertising Executive [5]
Photo Source: Flickr, Maury Landsman
9. By using stealth advertising techniques, marketers
conceal the intent of an ad... [11]
Photo Source: Pexels, George Becker
10. To their advantage, mature comprehension of advertising
occurs no earlier than age 7-8 [15]
Photo Source: Flickr, Personal Creations
11. Online virtual environments
blur the line between
commercial & non-
commercial content ... [10]
Photo Source: Unsplash, Samuel Zeller
12. Gameverts include the content as part of the entertainment
experience, leading to positive evaluations of the embedded
brands
Native
advertising
[11] [14]
Photo Source:
Flickr, Wesley Fryer
Pixabay, OpenClipart-Vectors
13. Virtual spending is encouraged by rewarding
kids with virtual currency when they click on
sponsored banner advertisements [12] [13]
Photo Source: Flickr, SEOPlanter
15. This form of content marketing allows children to interact with the
product, unlike static product placement within the film industry.
Photo Source: Pixabay, StartupStockPhotos
[9]
19. Online use is often
unmediated,
allowing advertisers
to elicit personal
information through
surveys [11]
Photo Source: Flickr, Brad Flickinger
20. On social media networks, children are intrigued by
companies premium content offers such as freebies in
exchange for a "like"... [10]
Photo Source: Pixabay, Thomas Ulrich
21. This way
marketers gain
access to their
information and
their network of
friends, to continue
advertising [8]
Photo Source: Pixabay, Gerd Altmann
22. By using complex algorithms, marketers use this data to craft
personalized ads that appeal to individual children
Successful
Marketing
[11]
Photo Source: Pixabay, Pexels
23. AS CHILDREN DEVELOP
DIGITAL LITERACY,
MARKETERS DEVELOP
STRATEGIES TO
STRATEGICALLY TARGET
THEM THROUGH
TECHNOLOGY
Photo Source: Pixabay, Vidmir Raic
24. REFERENCES
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WEB. 3 MAR. 2017.
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[5] "HOW MARKETERS TARGET KIDS | MEDIASMARTS". MEDIASMARTS.CA. N.P., 2017. WEB. 4 MAR. 2017.
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[10] MEDIASMARTS,. "HTTP://MEDIASMARTS.CA/SITES/MEDIASMARTS/FILES/LESSON-
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[13] USA TODAY,. MARKETING TO KIDS GETS MORE SAVVY WITH NEW TECHNOLOGIES. 2011. WEB. 4 MAR. 2017.
[14] WERKLUND SCHOOL OF EDUCATION,. MARKETING TO CHILDREN. WEB. 4 MAR. 2017.
[15] WILCOX, BRIAN ET AL. "REPORT OF THE APA TASK FORCE ON ADVERTISING AND CHILDREN". AMERICAN PSYCHOLOGICAL ASSOCIATION
(2017): N. PAG. WEB. 4 MAR. 2017.