Advertising to Children and Teens

Autumn2015

Javad Sha’bani

Introduction

How Children and Teens Are Advertised Today

Television Advertising

2to8yearsold 8yearsandolder1h/d 2.5h/d

2to11years25600tvadsperyear

Morethan40%

In2011

About50%ofFoodandBeverageads

Product Placement and Embedded Advertising

70%15%

0% 10TIMES

Cross-promotions

Online Advertising

Online advertising is a game changer for several reasons:

1.  Itiso7eninterac9ve.2.  Itisalsoo7enimmersive.

3.  Itcanbebuiltondataaboutchildorteenager.

Researchs in TV & Internet Advertising

93%

7%

2001-2005

ARTICLESOFCHILDANDTV ARTICLESOFCHILDANDINTERNET

77.77

22.23

2006-2010

ARTICLESOFCHILDANDTV ARTICLESOFCHILDANDINTERNET

8yearsorolder 1.5h/d

2-8yearsold18min/d

Advergaming Children’s website food’s website

Branded Websites

Amoung the types of content found on branded websites are: 1.ViralMarke9ng2.OnlineTVads3.DownloadableBrandedItems4.PremiumOfferstoEncourageProductPurchase

31%ofsites

included

premiumoffers

Social-Media Marketing

250kpersonpermonth

LikeourpageBeourfan

Furby Campaign

Banner Ads

Morethan3billionforfoodand

beverageswereviewedbychildren

Mobile advertising

12–17yearsold

41%ofallhaveasmortphone

66%ofthemcanconnecttointernet

ChuckE.CheeseCampaign

MYTOWNAppGivesPointsforChecking

inaStores.

Conclusion 1.  Thefieldneedsanongoingresearcheffort

tomonitoradver9singandmarke9ngprac9cesaimedatchildrenandyouth.

2.  Researchersneedtodevelopnewmethodstoquan9fyyoungpeople’sexposuretoadver9sing.

3.  Researchisneededtohelpassessatwhatagechildrencandiscernthemarke9ngmessagesinnewmedia,aswellashowwelltheyareabletounderstandanddetendagainstthepersuasiveintentofthesemessages.

4.  Researchersneedtostudytheimpactofadver9singonyoungpeople’sproductpurchasesandconsump9on.

5.  Researchneedstoexploretheimpactoftargetedadver9singonyouth.

Thanks for your a7ention