A D V E RT I S I N G T O K I D S

-by
ankit saha (81)
shubham chabbra (83)
jatin sharma (86)
 FLOW OF PRESENTATION
Why kids?
Channels used
Effects on kids
Industries targeting kids
Effect of F&B and FMCG
The ones which nailed it
The ones which lost the plot
Health and Welfare concerns
Regulations in several countries
WHO Recommendations
Responsible Marketing
Conclusion
 WHY KIDS?
Children under 5 years of age see advertising as just entertainment.
Between 5 and 8 children begin to understand the promotional, informative,
persuasive, and commercial functions of advertising.
By 9-12 years of age most children understand the commercial and persuasive
function of advertising.
Get them when they are young influence buying decisions of parents.
It is estimated that approx. $250 billion/annum is spent by youth aged between 2
and 17 years old.
An additional $500 billion is spent by households wholly for youth between the
ages of 2 to 14.
In the US, the percentage of household computer ownership by youth, aged of 8
to 18, is 93 percent. 84 percent of those youth have access to the internet at
home.

Source: Advertising to children: New directions, new

media. data as of 2014
CHANNELS USED
Above-the-line strategy:
Television

Internet

Radio

Newspapers

Billboards

Cinema

Below-the-line strategy:
Events & Promotions

Advergamers

Games & Interactive sessions

CD/DVD Roms

Commercial hooks /
Takeaways
 EFFECT ON KIDS
P O S I T I V E EF F E C T S NE G AT I VE E F FE C T S

Unhealthy advertisement
Makes them aware of new products Pester power Nag Factor
Intelligent/ Thought provoking Pick up unusual language
Moral lessons , Education Materialistic Attitude
Fun!
Social messages
 INDUSTRIES TARGETING KIDS
F&B Industry McDonalds, PepsiCo.

Fast-moving consumer goods (FMCGs) Unilever, Nestle, Mondelez.

Auto Industry Hero MotoCorp, Maruti Suzuki, TVS.

Electronic Industry Samsung, LG, kindle, HP.

Clothing Industry Benetton, Adidas.

Leisure & Travel Industry Lufthansa Airlines.

Games & Softwares Electronic Arts, Ubisoft.

Banking Industry ICICI Bank, Axis Bank.

Toy Industry Mattel, Lego

 MARKETING TECHNIQUES USED -

Repetition of message

Branded Characters Animation (Chhota Bheem )

Attractive freebies

Product Placement in Programs

Integrated marketing strategies toy in a cereal box is placed in a film

Celebrity Endorsement

Viral Marketing Creating a buzz about a product (word-of-mouth).

 EFFECT OF F&B AND FMCG
Major targeting of these industries happens at children.

Children either make direct purchases or have a compelling say in the

purchase.

Kidswatchan average of over ten food-related ads every day(nearly

4,000/year).

Cartoon Network and Pogo TV are filled with Junk Food commercials.

Nearly all (98 percent) offood advertisementsviewed by children are for

products that are high in fat, sugar or sodium.Most (79 percent) are low in
fiber.

Over spending
Source: due to California.
Prevention Institute, impulsive buying.
 THE ONES WHICH NAILED IT

Parle G Kal ke Genius

PARLE-G_KAL KE GENIUS - Tvc

McDonalds BF & GF
McDonaldsIndia_BF&GF ad - Tvc

HUL Haath, Munh aur Bum

Haath, Munh aur Bum, Bimari Hogi Kum - Tvc
THE ONES WHICH LOST THE PLOT

strong4life.com
HEALTH AND WELFARE CONCERNS

Areas of concerns:

Obesity
Early Cholesterol
Eating disorders
Poor dieting choices
Lack of nutrients
 REGULATIONS IN SEVERAL COUNTRIES
Australia has a AANA Food and Beverage Code and AANA Childrens Code which
prohibits marketing to persons 14 years or younger.
New Broadcasting Authority of Ireland (BAI) Code has provisions contained therein
especially relating to foods that are defined as having a high fat, sugar or salt content
(HFSS).
In Quebec, Canada fast food advertising geared specifically toward children has been
banned both online and in-print for the last 32 years.
In Chile, products determined by the Ministry of Health to be high in calories , fat, salt or
sugar must be identified as such in the products label.
Britain, USA, Denmark among other countries have banned junk foods in Schools.
Scotland in March 2012 proposed to ban advertisements of junk foods in television
shows aired before 9 pm.
Countries like India, Hungary, Brazil are working on raising fat-taxes and/or banning
junk foods in Schools.

Source: Centre for Science and

Environment, India.
 WHO RECOMMENDATIONS
As per WHO, about 43 million pre-school (under five) children worldwide are
obese. Of these, nearly 35 million live in developing countries.

At least 54% of children surveyed preferred buying foods shown in

commercials and 59% said they would continue to buy such foods.

World Health Organisation (WHO) has urged countries to reduce exposure of

children to such marketing by implementing a set of international
recommendations.

In May 2010, the member-states suggested legislations or policies,

intergovernmental collaboration and cooperation with civil society.

WHO also asked countries to put in place a system to monitor and evaluate
implementation of the recommendations.
 RESPONSIBLE MARKETING
The International Food & Beverage Alliance (IFBA) recently took a global
pledge to stop advertising and promotional activities targeted towards kids
below 12 years of age.
Companies in IFBA include Mondelez (Oreo), Nestl, McDonalds, Coca-Cola,
PepsiCo, Kelloggs, Mars, Unilever and Ferrero.
Responsible advertising and marketing towards children will cover:
Out-oh-the-home (OTH))
Mobile and SMS marketing
Interactive gaming
DVD/CD-ROM
Direct marketing Cinema
Product placement
TV, print and the internet (since 2008)
IFBA guidelines allow these brands to use licensing characters, movie tie-ins
and celebrities for communication directed at children below 12 years for
products meeting specific nutrition criteria.
AD- LITERACY PROGRAMS
Advertising Professor Michelle Nelson has developed a nutrition-based ad
literacy program in association with public schools.
The ads appeal to the parents on feeding their children nutritious food.
Media Literacy training programs included in curriculums to give media
understanding to kids
Mediating role of Parents Content should be discussed with kids before
watching with them.
Importance
Kids upto 4-5 yrs lack the cognitive skills to understand the persuasive intent
of television and online advertisements.
Unable to separate program and commercial content.

Stealth techniques by marketers in video games and films etc., need to be

carefully checked.
 CONCLUSION

Kids/ Pre-teens make up the most vulnerable target group.

Companies target kids as soon as they become conscious about their social
environment. Maybe even before that.
Products advertised to kids include primarily Junk foods and Consumer
Durables, even Banks and Airlines.
Advertising Standards Council of India (ASCI) has laid down basic guidelines
to regulate advertising to kids.
Special laws/ regulations should be formulated to check advertising to kids,
especially in the junk food segment.
THANK YOU