What are the most efficient media and related strategies used by companies to target children?

Résumé du document

This dissertation is about children and companies and as the title suggests it, we want to find out which the main media that companies use to target children are and what strategies they develop related to those media. The first part of this dissertation will be focused on a literature review in which we will first find out why companies are targeting children. Then, we will identify in two distinct parts the main media used by companies and their related strategies. We will therefore talk about what we will consider as "traditional" and "new" media and our aim will be to identify which media is said to be the most efficient to catch children's attention. The next part of the dissertation studies the methods used for collection of primary research. Indeed, we decided to conduct some primary research in order to compare our theories with children's point of view. An in-depth interview was chosen to collect the needed information. The interview was conducted on 15 children of different age group (going from 8 to 15 years old) and their parents.

Extraits

[...] There are some comments received from the parents or children interview: would get rid of all the porn stuff, and place it in a separate internet. Then kids could have fun and be safe.' 'No bad things like swear words or nudity.' 'Get rid of all the bad things so my parents don't have to worry about where I go.' To go on with the trend of internet usage out of 10 of interviewed children feel they use the Internet more now than the last year. [...]

[...] What are the most efficient media and related strategies used by companies to target children? Contents Introduction A. Literature review 1. Why are children brands' favourite target 1. Importance of children's market 2. Children are seen as economic agent 1. The pester power 2. Characteristics that make Children perfect targets 2. Strategies using traditional media 1. Importance of primary research to understand kids' behaviour 1. [...]

[...] However, if traditional media are used a lot by marketers, they are also very expensive media to use. The cost of traditional advertising radio, magazines, newspapers ) having reached a peak, companies cannot afford to spend their entire marketing budget on those media. To this extent, marketers have been looking for other ways of communicating to children (how do marketers target children's website) The use of celebrity endorsers Children are the majority of the consumers with the teenagers who are touched by this other type of advertisement; the use of celebrity endorsers. [...]

[...] When I entered the chat room girls and boys were chatting together. Moreover, Barbie even comes on the chat to propose some themes to discuss on. In the screen of the television a voice tells you what where to go and what to do on the site Barbie moves around as if you had entered a game You are more than welcomed to enter a chat room, what we did to see how it looked like You are asked to log in before going further If you are not registered yet, you are asked to do it. [...]

[...] Next to this, this age group seems to be starting to discover all the possibilities of the internet with its free access to games (miniclips.com), music websites (ramdam.com) Finally, concerning 14 and 15 years old children the most famous websites are: o hotmail.com o mns.com o E-mule o Ramdam.com o miniclips.com For children of this trench of age, the internet is a place where they can enter communities, make friends, and discover all the resources this medium offers. Their two preferred sites are msn.com (to keep in touch with friends) and e-mule.com (to download free files such as music or movies). [...]