Problems of Promoting Childrens Goods in Regard of Features of the Target Audience

Abstract

The purpose of the study is identifying the features of the present-day marketing communication tools in the market of childrens goods the use of which will lead to growth of devotion of children consumers and their parents to commercial brands. To achieve this goal, the article uses statistical data, scientific papers and monographs to the point of the research. At the core of the analysis marketing communications is the behavior of the target audience, which consists of two categories: buyers and consumers. The article denotes the methods of impact on the complex target audience with respect to the cognitive perception of the information and behavior, the values in each of the categories. As the result of the research, it offers a new approach to elaborating marketing methods implying, in promotion, two separate information contents that consider the interests of the two categories of the target audience - the buyers and the consumers of the same product. Besides, the article identifies the most topical forms of implementing the marketing communications. The approach offered allows to gain the desired consumer attitude to the brand and increase of sales volume.