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Kids:The Darlings of Marketers


Affiliations
1 I.T. Institute of Management & Technology, Chandigarh-Patiala Highway, Banur ( Dist Rajpura), Punjab, India
 

Children today offer the biggest market and what is more, they are also going to be the next hottest market-that of youngsters with a high disposable income. Marketers and advertisers seem to have placed their figures on the pulse. Kids are active seekers and influencers for a whole range of products affecting their lives. The world of advertising has changed. Advertisers are making their pitches to more of young audience; "catch them young" seems to be the motto of the day. Kids are no longer passive consumer of brands that they once used to be. While this is definitely true for products like chocolates, biscuits, ice creams for which kids are the direct consumers. This it is also true for other range of high end consumables like package food, mobile, camera, clothes, place of vacation, computers and believe it cars. The paper brings forward how various products are successfully changing the mind set of target customer by developing commercials or communication strategies around children.
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  • Kids:The Darlings of Marketers

Abstract Views: 242  |  PDF Views: 20

Authors

Gitanjali Bhatnagar
I.T. Institute of Management & Technology, Chandigarh-Patiala Highway, Banur ( Dist Rajpura), Punjab, India

Abstract


Children today offer the biggest market and what is more, they are also going to be the next hottest market-that of youngsters with a high disposable income. Marketers and advertisers seem to have placed their figures on the pulse. Kids are active seekers and influencers for a whole range of products affecting their lives. The world of advertising has changed. Advertisers are making their pitches to more of young audience; "catch them young" seems to be the motto of the day. Kids are no longer passive consumer of brands that they once used to be. While this is definitely true for products like chocolates, biscuits, ice creams for which kids are the direct consumers. This it is also true for other range of high end consumables like package food, mobile, camera, clothes, place of vacation, computers and believe it cars. The paper brings forward how various products are successfully changing the mind set of target customer by developing commercials or communication strategies around children.


DOI: https://doi.org/10.20968/rpm%2F2011%2Fv9%2Fi1%2F100388