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| "Today's kids have more autonomy and decision-making power within the family than in previous generations, so it follows that kids are vocal about what they want their parents to buy" |
Those annoying buggers!
- Have you even gone shopping with your kids (or in my case younger brothers) and had them nag at you to buy them sweets or chocolate or a new game?
Well... You know who to blame.. Yeah that's right... We marketers are at it again and we're never gonna stop *evil laugh*
What used to happen in the pre-historic times of marketing (and by that I mean approx. 20 years ago) was that us Marketers would only target the adults... BUT NOW!!!! We can do whatever we like... We now make adverts that target kids knowing full well that they have no money and thats where Pester power comes in!!
The mathematical equation for what goes on is pretty simple
Advert for Kids + Parents Money = Big Sales
The beauty of pester power is that if parents don't succumb to the demands of their spoilt brat kids then there'll be public displays which are embarrasing in the view of others and as we all know from my last entry The need to belong entails the esteem of others and if people are seeing public displays of ill discipline from your kids then their perception of you goes DOWN!
Quotes On Pester Power
"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 mere $100 million in 1990 to more than $2 billion in 2000.
Parents today are willing to buy more for their kids because trends such as smaller family size, dual incomes and postponing children until later in life mean that families have more disposable income. As well, guilt can play a role in spending decisions as time-stressed parents substitute material goods for time spent with their kids"
"Almost 30% of parents also said they buy the toothpaste their kids choose and 44% will buy a brand of spread, such as peanut butter, their children select"
Einsteinz Toy Box MD Steve Quinlan says "pester power is as much about the environment children are brought up in, as the kind of advertising to which they are exposed"
"The wisdom is that if you are going to launch a kids’ product, you market it to kids, you don’t market it to Mum,” Sauerman says
The Grand Finale
The Big Question
Is "PESTER POWER" being overused and abused by marketers??
Sean's Big Answer
No! Pester Power is just like any other tool used by Marketers.. If a ban was imposed on the targeting of children in adverts then a ban should also be imposed on data capture or telemarketing.
The whole point of marketing is to make the public aware of the products and services of a company and if you prevent kids from being aware of what products and services then you might as well send them back to the stone age!
Mr. LZF has left the building again!
--- Another blog on Pester Power [http://netasbitsandpieces.blogspot.com/2010/05/chilrens-power-pester-power.html] ---
--- Research Sites
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