The document discusses the influence of marketing techniques on children's viewing habits and purchasing requests. A recent study found that television is the most common media for children, followed by DVDs/VCDs and newspapers. The study also found that 40% of kids use social media daily. Critics argue that aggressive marketing psychologically manipulates children and encourages unhealthy behaviors like overspending. Parents must educate themselves to help children understand advertising's true purpose.

3. 






4. 



6. 



7. 100%
63%
61%
59%
54%
52%
49%
27%
Television
DvdVcd
Newspaper
Storybook
Cinema
Comic
Radio
Internet

8. Television
Celebrities and cartoon
characters are commonly used
by marketers

9. 0%
10%
20%
30%
40%
50%
60%
70%
80%
Cartoon Comedy Dance/
Music
shows
Family
Series
Kids Shows Movies Game
Show
Sports/
Adventure
7-10 years
11-14 years

10. According to recent study by
cartoon network
‘ new generation 2014’
•1 in 10 kids have cell phone.
•40% kids use social sites daily

11. Children represent a large target market.
Children have huge influence over parents spending.
 Pester power creates stress for parents
Psychologically damaging
Strong influence of commercial strategies over
lifestyles
Encourages adult behaviour in children
Unfair and misleading
Over exposure leads to de-sensitisation
Encourages debt

12. Pester Power is the name given to Marketing
Techniques which encourage children to nag their parents
to purchase a particular product.
Due to the increasing number of nuclear families and
monthly income, the working condition of parents gives
more priority to their children.
The various strategies used by the companies to target
kids are commercialization of education, street marketing,
advertisement and Internet.
To control Pester power various guidelines have been
given by the advertisement Industry in India and across
the world which have to be followed by the companies.
Its equally important for the parents to try to make a
difference in the way advertising is being perceived by
children