Question

Consumer Behavior Strategies

How has advertising targeting children has changed over time and should marketers be concerned about ethical considerations when targeting children?

Answer 1

The advertising and marketing strategies of companies have evolved and emerged as a major factor for maintaining the competitive edge of companies in a particular industry. The marketing and advertising strategies help in attracting the attention of customers towards the company’s offerings and enhancing the overall awareness level of the customers regarding the company’s products and services.

The children in current society have an increased level of understanding than the children in the past. The children in current era have higher degree of awareness and have a substantial influence in purchasing decision of the overall family. Hence the companies are developing advertising campaigns quite strategically, so that they are able to attract the attention of the child customer and influencing them to buy the product or service.

Some of the ethical considerations, which the companies must maintain, while developing advertisements for children, are:

• The integrity and validity of product features and claims must be maintained
• The product must not make false claims and promises to the child user
• The advertisement must not instigate or encourage anti-social elements and activities in any way
• The advertisement must not promote the consumption of alcohol among children