advertising to children and teens
TRANSCRIPT
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Advertising to Children and Teens
Autumn2015
Javad Sha’bani
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Introduction
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How Children and Teens Are Advertised Today
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Television Advertising
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2to8yearsold 8yearsandolder1h/d 2.5h/d
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2to11years25600tvadsperyear
Morethan40%
In2011
About50%ofFoodandBeverageads
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Product Placement and Embedded Advertising
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70%15%
0% 10TIMES
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Cross-promotions
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Online Advertising
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Online advertising is a game changer for several reasons:
1. Itiso7eninterac9ve.2. Itisalsoo7enimmersive.
3. Itcanbebuiltondataaboutchildorteenager.
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Researchs in TV & Internet Advertising
93%
7%
2001-2005
ARTICLESOFCHILDANDTV ARTICLESOFCHILDANDINTERNET
77.77
22.23
2006-2010
ARTICLESOFCHILDANDTV ARTICLESOFCHILDANDINTERNET
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8yearsorolder 1.5h/d
2-8yearsold18min/d
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Advergaming Children’s website food’s website
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Branded Websites
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Amoung the types of content found on branded websites are: 1.ViralMarke9ng2.OnlineTVads3.DownloadableBrandedItems4.PremiumOfferstoEncourageProductPurchase
31%ofsites
included
premiumoffers
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Social-Media Marketing
250kpersonpermonth
LikeourpageBeourfan
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Furby Campaign
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Banner Ads
Morethan3billionforfoodand
beverageswereviewedbychildren
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Mobile advertising
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12–17yearsold
41%ofallhaveasmortphone
66%ofthemcanconnecttointernet
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ChuckE.CheeseCampaign
MYTOWNAppGivesPointsforChecking
inaStores.
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Conclusion 1. Thefieldneedsanongoingresearcheffort
tomonitoradver9singandmarke9ngprac9cesaimedatchildrenandyouth.
2. Researchersneedtodevelopnewmethodstoquan9fyyoungpeople’sexposuretoadver9sing.
3. Researchisneededtohelpassessatwhatagechildrencandiscernthemarke9ngmessagesinnewmedia,aswellashowwelltheyareabletounderstandanddetendagainstthepersuasiveintentofthesemessages.
4. Researchersneedtostudytheimpactofadver9singonyoungpeople’sproductpurchasesandconsump9on.
5. Researchneedstoexploretheimpactoftargetedadver9singonyouth.
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Thanks for your a7ention