DISCUSSION QUESTIONS1) What is the largest education managementorganization in the US?2) What is the only industry that has a largersegment of the American marketplace thaneducation?3) Explain what the "nag factor" is?4) Explain the 4 types of of parents.5) What is meant by "opportunity in devastation?"6) How do corporations use "undercovermarketing?"
•ADVERTISING DIRECTED AT CHILDREN: $15 BILLION ANNUALLY•1983: CORPORATIONS SPENT $100 MILLION ON TVADVERTISING TO KIDS•TODAY: 150 TIMES THAT AMOUNT ON VARIOUS MEDIUMS•80% OF ALL GLOBAL BRANDS DEPLOY A TWEEN MARKETINGSTRATEGY•1997: 12-19 YEAR OLDS SPENT $63 BILLION OF THEIR OWNMONEY•2001: 12-19 YEAR OLDS SPENT $155 BILLION OF THEIR OWNMONEY•2000: 12 & UNDER INFLUENCED $500 BILLION OF THEIRPARENT’S PURCHASES
COMMERCIALISM ON TELEVISION•AVERAGE AMERICAN CHILD EXPOSED TO 40,000 TVCOMMERCIALS/YEAR, OVER 100/DAY•UNDER AGE 8 UNABLE TO CRITICALLY COMPREHEND TVADVERTISING MESSAGES•PRONE TO ACCEPT MESSAGES AS TRUTHFUL, ACCURATE, &UNBIASEDCOMMERCIALISM ON INTERNET•UNDER AGE 5: 80% USE INTERNET AT LEAST ONCE/WEEKCOMMERCIALISM IN SCHOOLS•AMERICAN BEVERAGE ASSOCIATION ESTIMATES 2/3 OF SCHOOLSNATIONWIDE HAVE EXCLUSIVE POURING RIGHTS CONTRACTS WITHSODA COMPANIES•27% OF ADS ON CHANNEL ONE ARE FOR JUNK FOOD•10% FOR MILITARY RECRUITMENT
“CRADLE TO THE GRAVE”-A BRANDING TECHNIQUE WHERE A COMPANY ATTEMPTS TOATTRACT A CUSTOMER EARLY IN HIS/HER LIFE, & THEN KEEP HIM/HERLOYAL FOR THE REST OF HIS/HER LIFE.
“Advertising at its best is making people feel that without their productyoure a loser. Kids are very sensitive to that. If you tell them to buysomething, they are resistant. But if you tell them theyll be a dork if theydont, youve got their attention.”- Nancy Shalek, former president of Grey Advertising-53% of Americans say that buying certain products makes them feelbetter about themselves.-32% of Americans admit feeling pressure to buy certain products, suchas clothes, shoes and CDs because their friends have them.-62% of 12 & 13 year olds say that buying certain products makes themfeel better about themselves.- 54% of 12 & 13 year olds admit to feeling outside pressure to buyproducts.
OPPORTUNITY IN DEVASTATION-A MARKETING TACTIC WHERE COMPANIES PREY/TARGET (EXPLOIT)ON NEGATIVE ASPECTS OF KIDS’ LIVES IN ORDER TO INFLUENCETHEIR PURCHASING BEHAVIOR.
1) OBESITY-Rising levels of childhood obesity has led to an explosion ofjunk food ads in recent years.
2) EMOTIONAL WELL-BEING-Links between immersion in consumer culture anddepression, anxiety, low self esteem, and conflicts withparents.
3) SELF-IMAGE & SEXUAL BEHAVIOR-Wheelock College education professor Diane Levin seescorrelations with sexual imagery in children’s ads and increases ineating disorders among girls.-“Children struggle to make sense of mature sexual content. Theyare robbed of valuable time for age-appropriate developmentaltasks, and they may begin to engage in precocious sexualbehavior.”
4) FINANCIAL SELF-CONTROL-National surveys reveal that kids are leaving high school withouta basic understanding of issues relating to savings and creditcard debt.-No surprise, then, that over the past decade, credit card debtamong 18-24 year olds more than doubled.
THE NAG FACTOR“PESTER POWER”________________________________________________“THE DEGREE TO WHICH PARENTS’ PURCHASING DECISIONSARE BASED ON BEING NAGGED BY THEIR CHILDREN.”•KIDS NAG THEIR PARENTS IN 2 WAYS:1) WITH PERSISTENCE (I WANT)2) WITH IMPORTANCE (I NEED)•12-17 YEAR OLDS WHO ASK THEIR PARENTS FOR PRODUCTSTHEY’VE SEEN ADVERTISED WILL ASK 9 TIMES UNTIL PARENTSGIVE IN
CORPORATE AMERICA IS NOT ALL TO BLAME FOR YOUTHCONSUMERISM.SO ARE PARENTS.
• LARGEST GROUP OF PARENTS• AFFLUENT & UPSCALE BUT UNRESPONSIVE TO ACHILD’S WHINING• WANT A GOOD REASON TO BUY SOMETHING FOR THEIRCHILDBARE NECESSITIES
KIDS PALS’•YOUNGER PARENTS•BUY PRODUCTS AS MUCH FOR THEMSELVES AS THEIRKIDS
INDULGERS•WORKING MOMS•BUY THINGS FOR THEIR KIDS TO EASE THEIR GUILTABOUT NOT SPENDING ENOUGH TIME WITH THEM
CONFLICTED•SINGLE MOMS•FEEL THEY SHOULDN’T BE BUYING FRIVOLOUSTHINGS FOR THEIR KIDS BUT DO SO ANYWAY•SAY THEY DON’T LIKE IMPULSE BUYING BUT DO ITANWAY•OPPOSE ADVERTISING AIMED AT THEIR KIDS BUTWELCOME ITS ASSISTANCE IN HELPING THEM DECIDEWHAT TO BUY FOR THEM