This dissertation is about children and companies and as the title suggests it, we want to find out which the main media that companies use to target children are and what strategies they develop related to those media. The first part of this dissertation will be focused on a literature review in which we will first find out why companies are targeting children. Then, we will identify in two distinct parts the main media used by companies and their related strategies. We will therefore talk about what we will consider as "traditional" and "new" media and our aim will be to identify which media is said to be the most efficient to catch children's attention. The next part of the dissertation studies the methods used for collection of primary research. Indeed, we decided to conduct some primary research in order to compare our theories with children's point of view. An in-depth interview was chosen to collect the needed information. The interview was conducted on 15 children of different age group (going from 8 to 15 years old) and their parents.
[...] Discussion Along this dissertation, we analysed the different media and strategies companies employ to target children and first found that within traditional and new media, television and the internet were the two most effective ways to reach children and their needs. The primary research we then conducted enabled us to discover that, the two media were not always used by the same aged children and moreover that internet was considered as tomorrow's medium. Comparing our literature review to our findings, we will therefore be able to corroborate or not our theories and explain why internet seems to have a brighter future than television Why are children brands' favourite target Our primary research provided us the indication that when children are small, they do not have a great purchasing power (even none). [...]
[...] However and last, the core of our findings will confirm and demonstrate that internet is more efficient than television to target and catch children's attention, which are the two media we will previously have identified has most efficient in our literature review. A. Literature review Youth market has been interesting marketers since the 1950's. Since then the market has been expanding so much that children are today considered as independent consumers and even represent an independent market. To this extent, after analysing why kids are companies' favourite targets, we will study the different media and strategies used to reach those children. [...]
[...] Conclusion The aim of this dissertation was about identifying the most effective media and related strategies companies use to target children. Children's market having gained a considerable importance to marketers eyes, we therefore wondered why children were in the middle of a marketing battle. Why targeting very young children as when they are under eight years old they often do not have any purchasing power? Children oriented companies know that further than a purchasing power, the pester power is synonym of profits if companies are able to catch children's attention. [...]
[...] Then, we may also find relevant to use a primary research to discuss about the media we found out to be the most efficient to target children, which is to say television and internet. It would help us to determine whether internet is really more efficient than television or not and why. In the previous parts, we have established that the young consumers market comprises teenage and pre-teenage children. Therefore, as Barrie grunter et al. (1998:157) state it, this market segment is heterogeneous in terms of demographics and psychological character. [...]
[...] We wanted to find out what type of media children use most, if the age is really determining on the media they use and if internet can really be considered to have a higher impact on children than television or not. According to this, there are the results we obtained: 1. Why are children brands' favourite target We first started the interview by wondering how high children's purchasing power could be. The results are that the monthly allowance is doubled from ages 8-10 and 11-13 years, while at the age of 14 the available income explodes. [...]
Online readingwith our online reader
Content validatedby our reading committee