In Made You Look, a book about how advertisements work, the author, Shari Graydon, mentions, “Some marketers estimate that kids have a say in close to $300 billion worth of their parents’ spending” (18). Because of this influence kids have over their parents, companies have taken advantage of it and have started creating many of their ads with a younger audience in mind. However, even though advertisers might have a younger audience in mind, they do not always have the wellbeing of the younger audience in mind. In America today advertisements negatively influence American youths’ happiness, self-image, and health. Through advertisements kids learn that in order to have value and worth they need materialistic possessions.
Each advertise has one thing in common which is to attract customers to buy the products, and to make money from them. One toy advertisement comes from one of the most famous kid magazines “Ask kids” in America in 2014 which has the best definition of the three advertisement techniques. Every child has own favorite toys during the childhood, actually toys are the most important accompany for most of people. Unlike boys prefer cars, weapons and superheroes, girls are more like dolls, origami and drawing boards. The toy market has a big demand because toys are the ‘must” for families.
The changing nature of family structures and roles have made children more assertive in their choices of products and services and even some times they indirectly influence the purchasing decisions of their parents. This transformation is not sudden event, but has been happening rapidly since last 45 years coinciding with the expansion of market of products and services for the kids. In India alone, the market potential for kid’s products ranges between Rs. 10,000 to Rs. 15,000 crores.
Beats uses the advertising strategy to introduce itself during the most-watched night of television. While Philips uses public relation to let more people know about their brand name. They held a campaign that which was name as “You Need To Hear This” to attract the customers to test their product in order to persuade customer to buy their headphone. Due to the choosing of competitors in using advertising and public relation promotional tools, so must use more promotional strategy than the competitor in order to fight with them since we are using promotional tools that are almost similar with the competitor do. We should be careful in the planning of promotion our new product especially for our target market which is child.
After researching to find out what teens consider to be cool, also known as “Cool Hunting,” merchants then produce products for the teens to purchase. “The Merchant of Cool,” shows the life of an average teenager as the teens become the largest generation of all times and currently dominate the world. There are several terms taken from sociology, which includes culture, socialization, sex and gender, family, social groups, social structures, and theoretical applications. Experts believe it is important to understand the thought of teens or else they will consequently miss out on the next big thing. Merchants target teens due to the teens desire to be cool and spend money in order to do so.
A key formula to MTV’s success staying the voice of the youth is to constantly reinvent itself for a new generation. In the 90’s MTV started to focus less on music videos due to the decline in ratings and started to create programming such as reality shows, game shows, cartoons, talk shows and dramatic series. This differed from their traditional twenty-four-hour music video programming but as the youth changed their interest and focus so did MTV. Shows Like The Real World, Beavis and Butthead became the new staples of the network due to the popularity it garnered with the Teen and young adult demographics. As the world entered into the 2000’s and social media started to emerge the network again reinvented itself by losing all of its music programming and centered the rest of its show around social media websites such as Facebook, Twitter and Instagram.
There has been polls that prove that starting school later on in the day will help adolescents physically and mentally. This proves that it would make teens lives easier since research was conducted and it was also proved school starting later will benefit us teens. We always need the best for teens, especially when at school. Lastly ¨Support for sleeping in? Half of parents favor later school start times for teens¨ also states, ¨Teenagers are chronically sleep-deprived and that can negatively impact their health and well-being.¨ If we simply switched the time school starts by an hour or so, teens would have a healthier mindset and wellbeing.
Almost all day, from the moment we wake up and turn on the televısıon or radio or to the last newspaper we read, we are exposed to many advertisements. And those who between six and twelve years of age, many of the advertisements is aimed specifically to products that interest them. Children market has gradually attracting the attention of advertising companies. Adults once were considered a big part of the customers unit by advertising companies, but they discovered children market which is more comprehensive. Children not only have money, they also influence their family purchases to products.
Media has the capacity to capture an audience’s attention and influence someone’s thoughts and ideas. Due to their growing and innocent minds, media can be very influential to children, in some cases it can stick with them as they grow into adults. Recently, this idea has been more concerning because as society has been evolving, the messages these movies are portraying have not. The debate is not whether or not children are being affected by Disney films, but rather to do an analysis on the extent these movies affect young children. While exploring these aspects, researchers present different stances in their articles: effects on young women versus men, a teacher and parents’ role, and whether or not Disney is trying to reverse these effects.
CHAPTER 2: LITERATURE REVIEW 2.0 Introduction Consumers are individuals and households that buy the firms product for personal consumption (Sata, 2013) but before buying consumers will go through the decision making whether to buy or not to buy the product. Consumer’s decision making strategy is one of the fundamental issues in the consumer behaviour. Research have define consumer decision making process as the “behaviour pattern of consumers, that precede, determine and follow on the decision process for the acquisition of need satisfying products, ideas or services” (Mohan, 2014). Besides that, previous research studies also stated that young adult high purchasing power because they are more easily influenced by the modern technology. Researchers also have outline that young adults’ consumer segments have proven to be particularly attractive and emerging market that is keen to acquire innovation products (Juwaheer et al., 2013).