According to an article titled How Marketers Target Kids, industry spending on advertising to children has increased from $100 million in 1990 to more than $2 billion in 2000. The article also notes the increase power of children with "pester power" for families to purchase items. Brand recognition has now reached two levels, the power of pestering children as well as adults making educated decisions know the alternatives. Marketers are spending this increase in money towards marketing to children so that brand recognition and loyalty starts at a young age.
Just like an individual might grow up a yankees or red sox fan they are also growing up a coke or pepsi fan. There are toys in children's meals at fast food restaurants, and teen editions of famous magazines. My cousins who are three and five recognize the McDonald's arches and their parents are not sure why. Schools used to be safe of branding, but now they are a source of educational improvement offering grants and equipment along with vending machines. What is next, advertisements on the side of school busses?
This slow transition from recognition to preference ends with insistence, instead of asking for a soda you ask for a pepsi or coke. Instead of fast food or a burger joint its Mcdonalds, Burger King, Wendy's, Jack-n-the-Box. My favorite, let's go to Disney World, when ever the thought of vacationing or rides or characters or the happiest place on earth.
How far are marketers going to go to snag your child young?
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