Television advertising to young children

Abstract

Children are becoming increasingly important as a focus for marketing strategies as aresult of not only their increased purchasing power, but also because of the influencethey exert on parental purchasing decisions. Currently, little is known about howchildren view television advertising messages directed at them, or the advertisingformats that appeal to them. The purpose of this research was therefore to discoverhow young children view television adverts directed specifically at them. Data wascollected by making use of eight focus groups. The findings suggest inter alia thatseparate messages must be formulated for boys and girls, that messages must containa cleverly told story, and that the message must be relevant to them