TUGAS MANAJEMEN KOMUNIKASI PEMASARAN

TUGAS MANAJEMEN KOMUNIKASI PEMASARAN

Nama Kelompok :
1. Finna Puspa Kencana
2. Raka Fitriayu Perdani
3. Nur anisa Eka
4. Bangun Puji
5. Aditya Setiawan
Kelas : 3EA01


How Marketers Target Kids

Kids represent an important demographic to marketers because they have their own purchasing power, they influence their parents buying decisions and they’re the adult consumers of the future.
Industry spending on advertising to children has exploded in the past decade, increasing from a more $ 100 million in 1990 to more than $2 billion in 2000.
Here are some of strategies marketers employ to target children and teen :

Pester Power
According to the 2001 marketing industry book Kidfluence, pestering or nagging can be divided into two categories “persistence” and “importance”. Peristering or nagging (a plea, that is repeated over and over again) is not as effective as the more sophisticated “importance nagging”. This later method appeals to parents desire to provide the best for their children, and plays on any guilt they may have about not having enough time for their kids.

The marriage of psyschology and marketing
The issue of using child psychologists to help marketers target kids gained widespread public attention in 1999, when a group of U.S. mental health professionals issue a public letter to the American Psyschological Assosiation (APA) urging them to declare the practice unethical. The APA is currently studying the issue.

Building brand name loyalty
Marketers plant the seeds of brand recognition in very young children, in the hopes that the seeds wil grow up into lifetime relationship According to the Center of a New American Dream, babies as young as six month of age can form mental images of corporate logos and mascots. Braand loyalties can be established as early as age two, and by the time children head off to school most can recognize hundreds of brand logos.
Magazine such as Time, Sports Illustrated and People have all launched kid and teen edition which boast ads for adult related products such as minivans, hotels and airlines.



Buzz or street marketing
Buzz marketing is particularly well-suited to the internet, where young “Net Promoters” use newsgroup, cha room and blogs to spread the word about music, clothes and other products among unsuspecting users.

Commercialization in education
School used to be a place where children were protected from the advertising and consumer messages that permeated their world but not any more. Budget shortfalls are forcing school boards to allow corporation access to students in exchange for badly needed cash, computers and educational materials.

The internet
The internet is an extremely desirable medium for marketers wanting to target children :
 It’s part of youth culture.
 Kids are often online alone, without parental supervisions.
 Parents generally do not understand the extent to which kids are being marketed to online.

Marketing adult entertaintment to kids
Children are often aware of and want to see entertainment meant of older audiences because it’s actively marketed to them. Federal Trade Commision (FTC) revealed how tht movie, music and video games industries routinely market violent entertainment to young children.
The FTC report also highlighted the fact the toys based on characters from mature entertainment are often marketed to young children. Mature and Teen rated video games are advertised in youth magazines and toys based on Rescricted movies and M-rated video games are marketed to children as young as four.