Marketing to Children and Pester Power

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Marketing to Children and Pester Power

• Sarah McClean
• Claire Surridge
• Alison Carlton
• Martine Liaeker

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What is Pester Power?
Pester Power is the name given to marketing
techniques which encourage children to nag their
parents to purchase a particular product.
The marketing techniques are aimed to
directly influence the choices of young children
who not understanding the principles of marketing
and are easily influenced by these marketing
campaigns.
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The Importance of the Under 14s
Almost every aspect of todays child has changed
from what was seen in past generations.
Children today are More connected, more
informed and more direct.
They
have more personal power, money, influence and
attention.
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Regulations on Advertising to Children
United Kingdom 47.1 For the purposes of the
Code, a child is someone under 16. 47.2 The way
in which children perceive and react to marketing
communications is influenced by their age,
experience and the context in which the message
is delivered
47.2b Marketing communications addressed to,
targeted at or featuring children should contain
nothing that is likely to result in their
physical, mental or moral harm
47.3Marketing communications addressed to,
targeted at or featuring children should not
exploit their credulity, loyalty, vulnerability
or lack of experience.
47.4 Marketing communications addressed to or
targeted at children should not actively
encourage them to make a nuisance of themselves
to parents or others and should not undermine
parental authority    
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International Differences
New Zealand Their code states that children are
those under the age of 14. The main principles
are Principle 1.Advertisements should comply
with the laws of New Zealand and appropriate
media and industry Codes. Principle
2.Advertisements should observe a high standard
of social responsibility. Principle
3.Advertisements should not by implication,
omission, ambiguity or exaggerated claim mislead
or deceive or be likely to mislead or deceive
children, abuse the trust of or exploit the lack
of knowledge of children, exploit the
superstitious or without justifiable reason play
on fear. Principle 4.Advertisements should not
encourage inappropriate purchase or excessive
consumption.
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International Differences

• Canada
• The purpose of the code is to help advertisers to
  respect the special characteristics of children
  when creating commercial messages designed for
  them. For example, the Code recognizes that young
  children have difficulty distinguishing fantasy
  from reality, and recommends that advertising
  directed at them respect this fact rather than
  take advantage of it.
• All across Canada (except in Quebec, where
  advertising to children is prohibited by law),
  broadcast commercials directed at children under
  12 must follow guidelines set out in the
  Broadcast Code for Advertising to Children

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International Differences
Norway - Advertising may not be broadcast in
association with children's programming or
directed specifically to children. There is a ban
on advertising directed at children under 12
years of age. This is intended to counteract
commercial influence on children and young people
Sweden - Adopted in 1999 The Laws of Sweden
state that Advertising during a TV broadcast
may not have as its objective capturing the
attention of children under 12 years of
age. Advertisements may not come immediately
before or after a program or a portion of a
program which is oriented primarily to children
under 12 years of age.

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International Differences continued...
Ireland - has imposed a ban on ads on late
afternoon television.
Belgium - the Flemish region operates similar
restrictions.
Greece - does not permit toy advertisement on
television.
Holland - bans sponsorship of ads between
children's programming.
Spain - considers a ban on advertising as
undemocratic
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An internet site called the Parents Jury
nominates products for an award called the pester
power award. This site looks at the opinions of
parents and asks them to vote on the products
they feel are most exploitative towards their
children.
...and the award goes to McDonald's Happy
Meals!
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McDonald's spent 58,470,000 on advertising in
the UK in 2001, and a large proportion of that
budget was aimed directly at children.
Unfortunately the fast food which McDonald's
sells is typically high in fats (including
saturated fats), salt and sugar.
Whilst eating the occasional Happy Meal isn't
going to damage you - frequent consumption of
meals like these could compromise your future
health.
A typical Happy Meal - 4 Chicken McNuggets
regular French Fries and a regular soft drink
contains 19g of fat, 27g of sugar but only 15g of
protein.    
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Arguments for marketing to children

• Children represent a large target market
• the pre school market in the UK totals 4.3bn
• children have a combined annual income (pocket
  money) of 2.3bn

• Children have huge influence over parents spending

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Arguments for continued

• Children are potential future customers early
  advertising
• creates brand loyalty

• Greater experience and knowledge

• Children are more receptive to marketing campaigns

• Parental guilt

• Families have higher disposable incomes

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Arguments against marketing to children

• Pester power creates stress for parents

• Psychologically damaging

• Strong influence of commercial strategies over
  lifestyles

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Arguments against continued

• Encourages adult behaviour in children

• Unfair and misleading

• Over exposure leads to de-sensitisation

• Encourages debt

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Examples of Adverts
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Is marketing to children ethical?
Does it depend on the product? E.g health versus
junk foods
Whose responsibility is it? Companies or parents?
The role of regulatory bodies
Psychologists roles in the production of
marketing strategies - Is this fair?
Sexualisation of children is unacceptable.
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Implications for a marketing manager
Product
Generic issues e.g. culture, name, packaging,
etc...
The use of primary colours
Global product?
Compliance with countries regulations and
legislation's
Price
Imported goods have good brand value
Banned advertising more expensive product
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Place
Is product aimed at children ?
Supermarkets Toy Stores Internet Websites
Or is it a family product?
Supermarkets through to car dealerships and
travel agents
Physical Environment
Positioning for POS
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Promotion
Television Adverts are best method
Place adverts in / around children's programmes
Internet Websites aimed at children e.g Cadbury
world using promotions and games etc...
Problems arise when T.V stations transmit from
other countries - differences in legislation
Avoid inappropriate and sexual imagery
No encouragement to pester parents
Avoid using celebrities to endorse unhealthy
products - bad publicity e.g. Pepsi and David
Beckham
Avoid misleading information e.g Sunny Delight is
a healthy drink
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Summary and Questions