1 Higher Colleges of Technology RAK Colleges Bachelor Business Program BMHR N 310 Global Corporate Governance & Social Responsibility Assessment Number 1 Companies Shouldn’t Market to Children% of Final Grade 20%Total Marks Available 65 Report: 20 Debate: 45Result / 100Prepared for Susan BainbridgeStudent Names Aaesha JawaherDue date Oct 20, 2012
2Introduction Marketing is a very important aspect of business and has an important effect onthe products consumers buy and the opinions they shape about a specific brand. Fast foodadvertising and marketing to children have grown. Today, children’s advertising iseverywhere from the television to the Internet to public schools. Examples ofadvertisements that are directed towards children alone are those ones that have cartooncharacters and are seen as specifically meant for children such as the toys in HappyMeals. Children were always a prime advertising target for fast food restaurants. But thequestion to be asked should companies market to children or should they stop. This reportwill discuss our opinion in this case and provide some evidence that support our opinion.CON Opinion In our point of view companies should market to children for many reasons.Firstly, Marketers see children as a future market because they have more marketpotential than any other demographic group continued sales later (Bagdikian). Ininstance, marketing helps develop children’s media literacy and critical decision makingwhich are necessary in adulthood. Moreover, through marketing children learn to analyzewhat they are presented with and become more cleaver and wise. Secondly, marketing tochildren is important for the company to become profitable faster than the othercompanies. Kids watch different advertising from different websites, TV, billboards,children magazines and by social communication .According to CBS news children from8 to 12 years old spend $ 30 billion of their own many each year and influence an extra$150 billion in family purchases (Lagorio). Thirdly, parents should be responsible fortheir children’s choices. For example, they have to control them and not let thempurchase unnecessary and harmful products because any harm that happen to the childrenit’s not the company’s responsibility. Fourthly, some parents think that their childrenhave some diseases such as diabetes, obesity and cancer because of the bad marketing butin fact most diseases occur because of having poor nutrition and they have wrong lifestyle and weak body from their early age. Fifthly, all companies include instructions tocustomers in their products with a lot of necessary information such as description of theproduct, directions for use, expire date, the proper age for use and the contact information
3in case there are any problems so the customers have no excuse and they have to read theinstructions in the product very carefully before they buy it for their children to avoid anyunnecessary mistake that could happen. Finally, when the company targets the childrentheir idea will be more innovative and creative because they want to capture their heartsand minds from the first sight. So they will always progress and improve their marketingto become more successful. On the other hand, we definitely think that the other teammembers think differently from us. We are certain that they will discuss the health matterand how some companies market unhealthy products for the children that make themunder risk. Moreover, we think that they will argue about how some companies thinkunethically. For example, some companies want to make profit in any way even if thisway will make the child’s life in danger especially the food company, they makeunhealthy food using cheap ingredients just to be profitable whereas the child’s life willbe threatened.Conclusion To sum up, companies should market to children because marketers view childrenas the market of the future therefore they try to improve their critical thinking anddecision making to help them in the future. In addition, parents and the governmentshould get involved as well. It is the responsibility of the family and the social institutionsto protect those children if they think that they are in danger because of the marketers.Finally, there isn’t anything wrong with businesses trying to make sales and profit even ifthey targeted children but we should always watch the children especially those whoalways set in front of the computer and televisions because not any mistake happen is thecompany fault so the parents have to be aware and control their children as much as theycan.
4BibliographyBagdikian, Ben H. Children as Consumers. 2000. 7 October 2012<http://www.globalissues.org/article/237/children-as-consumers>.Lagorio, Christine. Resources: Marketing To Kids. 11 February 2009. 3 October 2012<http://www.cbsnews.com/2100-500823_162-2798401.html>.