1.
in a digital age
MARKETING TO
CHILDREN
B Y : M A Y T H A N A S S O R
Photo Source: Pixabay, Vidmir Raic

2.
DEVELOPMENTOF
DIGITALLITERACY
BEGINSATA
YOUNGAGE [6]
Photo Source: Flickr, Paul Inkles

3.
Not only are homes becoming more media rich but...
Photo Source: Pexels, Alexander Dummer

4.
96% of Ontario schools integrate computers as part of
learning from kindergarten [4]
Photo Source: Flickr, Visible Procrastinations

5.
$500 BILLION
A YEAR IN HOUSEHOLD PURCHASING
EXPERTS ESTIMATE THAT 2-14
YEAR OLDS HAVE SWAY OVER
[11]
Photo Source: Pixabay, Vidmir Raic

6.
Marketers are directly advertising
to these powerful consumers through:
TABLETS PHONES COMPUTERS [11]

7.
FOUR-MONTH ONLINE PROMOTION
WILD PLANET TOYS
SPENT$50,000 FOR A
THAT CONTRIBUTED TO DOUBLING
THEIR YEARLY REVENUES [11]

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

14.
Such ads have
attention-getting
features
bright colors
movement
branded
characters
to interrupt the glance
theory of media
consumption [7] [11]
Photo Source: Flickr, Evan Long

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]

16.
Because “interactive
technology is at the
forefront of kid
culture”...[1]
Photo Source: Flickr, Brad Flickinger

17.
Marketers act as online spokescharcters to interact with
children and develop long lasting brand loyalties [2]
Photo Source: Flickr, Don Crowley

18.
Why don't adults intervene?
Photo Source: Flickr, Erik (HASH) Hersman

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
[1] BEDER, SHARON. "MARKETING TO CHILDREN". WEB. 3 MAR. 2017.
[2] BEDER, SHARON. "TURNING CHILDREN INTO CONSUMERS". (2009): N. PAG. WEB. 3 MAR. 2017.
[3] CAMPBELL, COLIN AND LAWRENCE J. MARKS. "GOOD NATIVE ADVERTISING ISN’T A SECRET". BUSINESS HORIZONS 58.6 (2015): 599-606.
WEB. 3 MAR. 2017.
[4] CHEN, BODONG, KELLY GALLAGHER-MACKAY, AND ANNIE KIDDER. "DIGITAL LEARNING IN ONTARIO SCHOOLS: THE ‘NEW NORMAL’".
(2014): N. PAG. WEB. 4 MAR. 2017.
[5] "HOW MARKETERS TARGET KIDS | MEDIASMARTS". MEDIASMARTS.CA. N.P., 2017. WEB. 4 MAR. 2017.
[6] MARSH, J. ET AL. "YOUNG CHILDREN'S INITIATION INTO FAMILY LITERACY PRACTICES IN THE DIGITAL AGE". JOURNAL OF EARLY
CHILDHOOD RESEARCH (2015): N. PAG. WEB. 3 MAR. 2017.
[7] MATRIX, SIDNEYEVE. "LECTURE 1 - PROMOTIONAL MEDIA & ANALYZING ADVERTS, PART 2 - ADVERTISING STRATEGIES". 2017.
PRESENTATION.
[8] MATRIX, SIDNEYEVE. "LECTURE 1 PART 01 MEDIA CONVERGENCE". 2017. LECTURE.
[9] MATRIX, SIDNEYEVE. "LECTURE 2 - PUBLIC RELATIONS, PART 1 - BRANDING". 2017. PRESENTATION.
[10] MEDIASMARTS,. "HTTP://MEDIASMARTS.CA/SITES/MEDIASMARTS/FILES/LESSON-
PLANS/LESSON_ONLINE_MARKETING_KIDS_STRATEGIES_TECHNIQUES.PDF". 2015. LECTURE.
[11] SANDRA L. CALVERT,. "CHILDREN AS CONSUMERS: ADVERTISING AND MARKETING". THE FUTURE OF CHILDREN 18.1 (2008): 205-234.
WEB. 3 MAR. 2017.
[12] THE GLOBE AND MAIL,. YOUNG LURED BY WEB ADS: STUDY. 2000. WEB. 4 MAR. 2017.
[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.