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Marketing to Children in a Digital Age

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Marketing to Children in a Digital Age

  1. 1. in a digital age MARKETING TO CHILDREN B Y : M A Y T H A N A S S O R Photo Source: Pixabay, Vidmir Raic
  2. 2. DEVELOPMENTOF DIGITALLITERACY BEGINSATA YOUNGAGE [6] Photo Source: Flickr, Paul Inkles
  3. 3. Not only are homes becoming more media rich but... Photo Source: Pexels, Alexander Dummer
  4. 4. 96% of Ontario schools integrate computers as part of learning from kindergarten [4] Photo Source: Flickr, Visible Procrastinations
  5. 5. $500 BILLION A YEAR IN HOUSEHOLD PURCHASING EXPERTS ESTIMATE THAT 2-14 YEAR OLDS HAVE SWAY OVER [11] Photo Source: Pixabay, Vidmir Raic
  6. 6. Marketers are directly advertising to these powerful consumers through: TABLETS PHONES COMPUTERS [11]
  7. 7. FOUR-MONTH ONLINE PROMOTION WILD PLANET TOYS SPENT$50,000 FOR A THAT CONTRIBUTED TO DOUBLING THEIR YEARLY REVENUES [11]
  8. 8. “[They're] relying on the kid to pester the mom to buy the product, rather than going straight to the mom.” Barbara A. Martino, Advertising Executive [5] Photo Source: Flickr, Maury Landsman
  9. 9. By using stealth advertising techniques, marketers conceal the intent of an ad... [11] Photo Source: Pexels, George Becker
  10. 10. To their advantage, mature comprehension of advertising occurs no earlier than age 7-8 [15] Photo Source: Flickr, Personal Creations
  11. 11. Online virtual environments blur the line between commercial & non- commercial content ... [10] Photo Source: Unsplash, Samuel Zeller
  12. 12. Gameverts include the content as part of the entertainment experience, leading to positive evaluations of the embedded brands Native advertising [11] [14] Photo Source: Flickr, Wesley Fryer Pixabay, OpenClipart-Vectors
  13. 13. Virtual spending is encouraged by rewarding kids with virtual currency when they click on sponsored banner advertisements [12] [13] Photo Source: Flickr, SEOPlanter
  14. 14. Such ads have attention-getting features bright colors movement branded characters to interrupt the glance theory of media consumption [7] [11] Photo Source: Flickr, Evan Long
  15. 15. This form of content marketing allows children to interact with the product, unlike static product placement within the film industry. Photo Source: Pixabay, StartupStockPhotos [9]
  16. 16. Because “interactive technology is at the forefront of kid culture”...[1] Photo Source: Flickr, Brad Flickinger
  17. 17. Marketers act as online spokescharcters to interact with children and develop long lasting brand loyalties [2] Photo Source: Flickr, Don Crowley
  18. 18. Why don't adults intervene? Photo Source: Flickr, Erik (HASH) Hersman
  19. 19. Online use is often unmediated, allowing advertisers to elicit personal information through surveys [11] Photo Source: Flickr, Brad Flickinger
  20. 20. On social media networks, children are intrigued by companies premium content offers such as freebies in exchange for a "like"... [10] Photo Source: Pixabay, Thomas Ulrich
  21. 21. This way marketers gain access to their information and their network of friends, to continue advertising [8] Photo Source: Pixabay, Gerd Altmann
  22. 22. By using complex algorithms, marketers use this data to craft personalized ads that appeal to individual children Successful Marketing [11] Photo Source: Pixabay, Pexels
  23. 23. AS CHILDREN DEVELOP DIGITAL LITERACY, MARKETERS DEVELOP STRATEGIES TO STRATEGICALLY TARGET THEM THROUGH TECHNOLOGY Photo Source: Pixabay, Vidmir Raic
  24. 24. REFERENCES [1] BEDER, SHARON. "MARKETING TO CHILDREN". WEB. 3 MAR. 2017. [2] BEDER, SHARON. "TURNING CHILDREN INTO CONSUMERS". (2009): N. PAG. WEB. 3 MAR. 2017. [3] CAMPBELL, COLIN AND LAWRENCE J. MARKS. "GOOD NATIVE ADVERTISING ISN’T A SECRET". BUSINESS HORIZONS 58.6 (2015): 599-606. WEB. 3 MAR. 2017. [4] CHEN, BODONG, KELLY GALLAGHER-MACKAY, AND ANNIE KIDDER. "DIGITAL LEARNING IN ONTARIO SCHOOLS: THE ‘NEW NORMAL’". (2014): N. PAG. WEB. 4 MAR. 2017. [5] "HOW MARKETERS TARGET KIDS | MEDIASMARTS". MEDIASMARTS.CA. N.P., 2017. WEB. 4 MAR. 2017. [6] MARSH, J. ET AL. "YOUNG CHILDREN'S INITIATION INTO FAMILY LITERACY PRACTICES IN THE DIGITAL AGE". JOURNAL OF EARLY CHILDHOOD RESEARCH (2015): N. PAG. WEB. 3 MAR. 2017. [7] MATRIX, SIDNEYEVE. "LECTURE 1 - PROMOTIONAL MEDIA & ANALYZING ADVERTS, PART 2 - ADVERTISING STRATEGIES". 2017. PRESENTATION. [8] MATRIX, SIDNEYEVE. "LECTURE 1 PART 01 MEDIA CONVERGENCE". 2017. LECTURE. [9] MATRIX, SIDNEYEVE. "LECTURE 2 - PUBLIC RELATIONS, PART 1 - BRANDING". 2017. PRESENTATION. [10] MEDIASMARTS,. "HTTP://MEDIASMARTS.CA/SITES/MEDIASMARTS/FILES/LESSON- PLANS/LESSON_ONLINE_MARKETING_KIDS_STRATEGIES_TECHNIQUES.PDF". 2015. LECTURE. [11] SANDRA L. CALVERT,. "CHILDREN AS CONSUMERS: ADVERTISING AND MARKETING". THE FUTURE OF CHILDREN 18.1 (2008): 205-234. WEB. 3 MAR. 2017. [12] THE GLOBE AND MAIL,. YOUNG LURED BY WEB ADS: STUDY. 2000. WEB. 4 MAR. 2017. [13] USA TODAY,. MARKETING TO KIDS GETS MORE SAVVY WITH NEW TECHNOLOGIES. 2011. WEB. 4 MAR. 2017. [14] WERKLUND SCHOOL OF EDUCATION,. MARKETING TO CHILDREN. WEB. 4 MAR. 2017. [15] WILCOX, BRIAN ET AL. "REPORT OF THE APA TASK FORCE ON ADVERTISING AND CHILDREN". AMERICAN PSYCHOLOGICAL ASSOCIATION (2017): N. PAG. WEB. 4 MAR. 2017.

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