pester power
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Cartoon Comedy Dance/Musicshows
FamilySeries
Kids Shows Movies GameShow
Sports/Adventure
7-10 years
11-14 years
According to recent study by
cartoon network
‘ new generation 2014’
•1 in 10 kids have cell phone.
•40% kids use social sites daily
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
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