By Marcia Amidon Lüsted
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Extra info for Advertising to Children
These types not million in fees to show only determine to whom a product products such as British Airways, Finlandia vodka, should be marketed but also how that Heineken beer, and Sony electronics in the movie. product can catch on, become the In another James Bond next big thing, and spread among the movie, the Philip Morris tobacco company paid groups. The four groups identified more than $350,000 just to have the Bond characby marketers are edges, persuaders, ter smoke Lark cigarettes. followers, and reflexives.
An advertising employee with Interacting Brands the Nickelodeon television channel Advertisers who promote states, “[K]ids have a kind of truth their brands with tweens and teens no longer conmeter. ”4 just their consumer market. Instead, they have adAdvertisers and marketers point opted a “Talk Listen Learn React” approach to marout that children are an important keting. They promote the aspect of the national economy. product by talking about it, but then they need By targeting them and adapting to listen to the reaction of their consumers, ask products and services to their questions about the prodspecific needs, the market economy uct, and learn what they can do to improve the ultimately benefits.
Filmmakers are required to disclose to their audiThe reflexives are those who are ence that paid product on the outside of the popular groups placements are visible in their movie. Because and are likely to remain there even these announcements are usually listed in the credthough they try to be socially accepted its and easily overlooked, and popular. They, too, do not have some consumer commercial-alerting organizations a lot of self-esteem. Even though they feel that paid placement should be more obvious.
Advertising to Children by Marcia Amidon Lüsted