Tv Commercials and Children
CHAPTER TWO
LITERATURE REVIEW
CHILDREN AND MARKETING ACTIVITIES
All over the world, attention is now being drawn to children as constituting a group that has an impact in marketing-related issues both at the family level and even in the society at large. The reasons for this are not farfetched. The extant literatures consistently emphasize three reasons which point to the significance of children in family purchases. These are - they constitute a primary market for goods and services spending their own money to fulfill their needs and wants; they influence the family decision making; and they are a future market for all goods and services that if cultivated now will provide steady stream for new customer when they reach adulthood when the particular goods and services are relevant (Berey and Polay, 1968; McNeal, 1999). This last reason is further supported by the view of Béjot and Doittau (2004) who affirm that children’s brand preference often remains unchanged throughout life. Therefore, children constitute a key target market for advertisers. Furthermore and with specific reference to the scope of this paper, it has been shown that Nigerian children influence their family purchases through the use of four major tactics which are direct request, emotional tactic, persuasion, and reference to others (Gbadamosi, 2007). Hence, this implies that children cannot be regarded as being totally naïve to marketing as a whole (Hill and Tilley, 2002) and should be given proper consideration in the formulation of strategies and policies associated with marketing of goods and services especially for those relevant to them. Furthermore, it is claimed that children as customers or potential customers are being influenced by parents, peers, and mass media in their consumption of goods and services (Ward, 1974; Wimalasiri, 2004; Marquis, 2004; Chan, 2006). Given that mass media constitute a major tool in advertising and exert great influence on children’s consumption behaviour,
LITERATURE REVIEW
CHILDREN AND MARKETING ACTIVITIES
All over the world, attention is now being drawn to children as constituting a group that has an impact in marketing-related issues both at the family level and even in the society at large. The reasons for this are not farfetched. The extant literatures consistently emphasize three reasons which point to the significance of children in family purchases. These are - they constitute a primary market for goods and services spending their own money to fulfill their needs and wants; they influence the family decision making; and they are a future market for all goods and services that if cultivated now will provide steady stream for new customer when they reach adulthood when the particular goods and services are relevant (Berey and Polay, 1968; McNeal, 1999). This last reason is further supported by the view of Béjot and Doittau (2004) who affirm that children’s brand preference often remains unchanged throughout life. Therefore, children constitute a key target market for advertisers. Furthermore and with specific reference to the scope of this paper, it has been shown that Nigerian children influence their family purchases through the use of four major tactics which are direct request, emotional tactic, persuasion, and reference to others (Gbadamosi, 2007). Hence, this implies that children cannot be regarded as being totally naïve to marketing as a whole (Hill and Tilley, 2002) and should be given proper consideration in the formulation of strategies and policies associated with marketing of goods and services especially for those relevant to them. Furthermore, it is claimed that children as customers or potential customers are being influenced by parents, peers, and mass media in their consumption of goods and services (Ward, 1974; Wimalasiri, 2004; Marquis, 2004; Chan, 2006). Given that mass media constitute a major tool in advertising and exert great influence on children’s consumption behaviour,
References: Biggens, B. 1989 Television Violence and Children. Report to Australia Broadcasting Tribunal’s inquiry “Violence on Australia Television”. Cassim, S. (2005), ‘Advertising to Children in South Africa’, Young Consumers, Quarter 2, pp.51-55 Dresden, B. and Barnard, J. (2003), ‘Legal and regulatory controls on advertising and marketing to children in the United Kingdom’, Advertising & Marketing to Children, October– http://news.bbc.co.uk/1/hi/programmes/this_world/4656627.stm, Retrieved on 24th December, 2008 Gbadamosi, A. (2007), ‘Catch Them Young: An Exploratory Study of the Roles of Children in Family Purchase Decisions In Nigeria’, in Ayadi, F five countries’, International Marketing Review, Vol. 15 No. 2, 1998, pp. 101-118, Olujide, J.O Preston, C. (2005) ‘Advertising to children and social responsibility’, Young Consumers, Quarter 3, pp.61- 67 Rubble D.N; Balaban, T and J. Copper, 1981. Gender Constancy and the effect of Sex typed televised toy commercials Zeigler. 1978. Advertising 4th ed. TATA McGraw Hill Publishing Company Limited, New Delhi.