Download - Advertising to children and teens
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