...Max Satory The Adverse Effects of Marketing to Children Marketing to children has become an epidemic in recent years. With pure profits in mind, corporations are advertising to children as young as toddler age to instill an obsessional desire for their products (Oksenkrug). With Children ages two to fourteen influencing over 40 times the household spending then they did in the 1960’s and children’s access to electronics at an all time high, marketer’s focus has shifted primarily to children (Zoll). Children being targeted by advertisers have numerous drawbacks including an increase in mental disease and obesity in children (Zoll). Knowing the detrimental effects of marketing targeted towards young children, countries such as Sweden, Norway, and Canada, have made laws restricting marketing targeting certain age groups (“Marketing to Kids…”). In Norway and Sweden it is illegal to market to children under the age of thirteen, while in two provinces in Canada it is illegal to market to children under the age of twelve (“Marketing to Kids…”). In the United States there are a minimal amount of child targeting regulations in state. Though there is some regulation for advertising on television to try and help children distinguish advertising from programming, the Federal Trade Commission (FTC), the government commission in charge of overseeing business practices, regulates nothing on the internet (“Marketing to Kids…”). With the average American ages eight to eighteen’s home consisting...
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... and chicken (KFC).4 The number of U.S. locations of these twelve restaurants totaled almost 100,000 and ranged from approximately 3,500 Sonic restaurants to almost 24,000 Subway restaurants. These twelve restaurants comprised 41% of locations for the top 50 restaurants. Fast food segment Table 2 presents 2008 and 2009 sales data for the twenty largest fast food restaurants in the United States and highlights the twelve restaurants included in our full analysis. In addition to the ten restaurants with the highest sales in 2008 and 2009, we have also included Domino’s and Dairy Queen in our analysis due to the large number of TV advertisements seen by children for these restaurants. In 2008, Domino’s ranked ninth in the amount of TV advertising seen by children, Arby’s ranked tenth...
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...to make the parents cave into buying the toy they just saw on tv, after watching their favorite show. They have minds just as good as advertisment producers do but, the effects are directed toward the parents of these younger children. Although the advertising industry may help the economy big time, many people fail to see the bigger picture. Say a young child around the age of 7 has just got done watching his favorite show, "Paw Patrol". What happens next? While the parent is trying to get chores done around the house? A "Wendy's" commercial! Wendy's has just advertised how all there prouduce is "Fresh!" and, to come on in and try it today? The company spends millions to show consumers there salads, how they are made fresh daily. Out of nowhere your child comes up to you and, wants Wendy's. What these parents choose to answer their child with, is what effects young minds, not the ads....
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...Targeting The Young With the ever-increasing demand in today’s fast food industry market, the food industry is beginning to target a new segment of the market. Children are now the preferred targets for child advertisement. The problem is that a line hasn’t been drawn to restrict these advertisements from reaching the younger children, from three to nine years old, they’re not even teens yet! The three to nine year olds, the one the restriction should be placed on, seem to be the most popular market for the fast food restaurants around the world. About 90 percent of children between the ages of three to nine years old visit a McDonalds at least once a month (Taylor). That’s a big chunk of the country’s population visiting a given restaurant at least once a month, leaving no question as to why they do it. Another reason they segment this young aged part of the market is because at that young of an age, what they see on the ads is what they grow up with. The restaurants then try to link long term loyalty to their brand by feeding their brand name and advertising tricks as young as possible to lodge it in their heads. This not only causes short term gains resulting in those children being part of that 90 percent, but also long term gains because now they continue growing with that loyalty to the brand, resulting in a bigger pool of customers for the future. All that being said, the companies know that the children are not the ones getting in the car and driving to spend...
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...Consequences 2 Research Problem 3 Significance of the study to practice and to the wider academic world 4 Research Objectives 4 Research Questions 4 Literature Review 5 Theoretical Framework and Research Objective 23 Purpose of study 23 Research questions 23 Research Hypothesis 24 Theoretical Framework 24 Research Methodology & Methods 26 Research Methodology 26 Research approach and research method 26 Findings 28 Project Management 52 Project Charter 52 Analysis of key findings 54 Conclusion 57 Recommendations 58 Bibliography 59 Appendices 60 Appendix 1: Opponents and proponents of marketing activities targeted towards children 60 Appendix 2: Industry experts’ viewpoints and the gaps identified 67 Appendix 3: Questionnaire 69 List of Tables Table 1: Guidelines for content of on-line advertising to children 15 Table 2: Project Charter 52 Executive summary This study explore the ethical issues...
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...Side Contents Introduction: What is Unethical Marketing? 2 Why are Children Targeted? 3 How are Children Targeted? 4 Nag Factor 4 Psychology 4 Brand Loyalty 5 Buzz Marketing 5 The Internet 5 Technology 6 Sexualisation of Children 7 Case Studies 8 Jours Après Lunes 8 Pink 9 Conclusion: What can we do? 10 Bibliography 11 Introduction: What is Unethical Marketing? Unethical marketing is a complex topic. Whether practices are considered ethical or not can be openly discussed and examined. It is not until we have a clear understanding of what ethics is that we can begin to examine the unethical side of marketing. Ethics is known as the study and the philosophy of human behaviour, with an emphasis on the determination of right and wrong. For a marketer it refers to rules, such as standards and principles, and the significances of marketing decisions (Ferrell, 2005). Ethical marketing can be defined as “practices that emphasize transparent, trustworthy, and responsible personal and organizational marketing policies and actions that exhibit integrity as well as fairness to consumers and other stakeholders” (Murphy, Laczniak, Bowie and Klein, 2005). If ethical marketing seeks to promote honesty, equality and responsibility, therefore unethical marketing endorses a dishonest, deceptive and irresponsible approach. There is no list of right or wrong advertising rules, as it is based on subjective judgement, but merely guidelines which all marketers...
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...Running head: MARKETING: ETHICS IN ADVERTISING Ethics in Advertising Among various problems faced by leaders and managers, the most challenging is the one dealing with ethical issues. The problem becomes more complex when addressing cross culture and multinational. It is undeniable fact that corporate leaders and manager are more focused in growing the business than running the business. The answer to this growth is new markets but these new markets emerge they come with new problems and demand innovative solutions. Marketing is one of the main platforms of interaction of any entity to rest of world, hence the potential for problems are high. As part of our learning team activity, we firmly believe that the ethics relating to advertisement is an interesting subject to explore the problems within and to arrive at a mitigate plan. The project is divided into three stages, the first stage is to identify and define the problem. In this stage the team identifies different situations, issues and potential problem leading to unethical practices in advertisements. This will help the team to define the problem based on situation and scenario. The second stage of the project is to explore various solutions that may keep advertisements within ethical limits. Preliminary part within this stage is to identify an ideal situation for ethical practices and then explore for solutions based on the result. Each team member provides different solutions as this will...
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...(American investigative journalist) states that: “Fast food is now served at restaurants and drive-throughs, airports, zoos, high schools, elementary schools and universities, on cruise ships, trains and airplanes, K-marts, gas stations and even hospital cafeterias.” This trend is sustained by the innovative ways in which marketers target the ever growing sector of the food market. Twenty five years ago, only a handful of Indonesian companies directed their marketing at children. Today children are being targeted by phone companies, clothing stores and restaurant chains as well. The growth in children’s advertising has been driven by efforts to increase not just current but also future consumption. The ever growing large number of fast food restaurants, has become a way of life for many consumers – young and old. Consumers, particularly children, find it tough to resist the temptation not to notice these advertised products as a result of the persuasiveness of the advertising. Advertisements on television (TV) are favoured by fast food...
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...has tripled (“Surgeon General’s call”, 2012). Being obese can affect more than just health. For a child, being obese can cause physical, social, and psychological damage, and can ultimately affect the child’s overall quality of life which can follow the child into adulthood (Maziak, Ward, & Stockton, 2007). The food industry has not made significant improvements to production or food marketing toward children. Therefore parents must take control of childhood obesity to help with a better future for America’s youth. Research suggests that childhood obesity rates will continue to rise because children are targeted by marketing strategies, the food industry is not showing signs that substantial changes to marketing and production targeting youth that are needed will happen any time in the near future and also because the evolution of society has aided in creating a sedentary lifestyle. Health and government officials have seen alarming statics in the increase of childhood obesity rates. The increase and health concerns have had severe enough increases that officials are referring to the situation as an epidemic. Some of the risk factors associated with obesity are high cholesterol, high blood pressure, and diabetes. Two of the leading causes of death in the United States are heart disease and cancer, obesity is a large contributing factor to these diseases (“Unregulated Food Advertising, 2012). Because of the seriousness of the health...
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...Alcohol Advertising Television is the number one spot where advertisements are released because of the variety of age groups that it reaches throughout the United States. “Average number of hours per week that American youth ages 12-17 watch television: 20 hours, 20 minutes,” (CERC, 1998). Although Television is the most effective way to advertise products because of how much it is consumed and how large of an audience it captures, does it attract individuals who were not intended to be targeted when it comes to alcohol advertising? Advertisements centered on alcohol have proven to attract all races, both the male and female gender, and all age groups, especially those who are underage. The marketers of alcoholic products have succeeded with these advertisements, but have also created a negative impact to many individuals that have experienced this product. Although it is clear that alcohol industries aim to only increase market share and not necessarily increase the number of underage drinkers that their commercials attract, research has stated that this is, in fact, the direct outcome. Alcohol advertising has also shown to attract low income and minority groups. The television networks are fully aware that because of this specific advertising, it could be causing greater harm then what is intended. “Alcohol marketers say they have voluntary standards that prevent them from targeting consumers younger than the legal purchase age. They claim to avoid pitches that primarily appeal...
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...Nariman Mohamed 00051742 Wri102,sec17 Nov12,2014 Do advertisements affect children? Most of the ads are targeted to the children, but will the child be affected by the ad he or she watches on the television? Some of the advertisement contains violent acts. For instance, Persil, the washing powder, shows two children fighting and pushing each other, then bloodstain remains on the shirt. Those kinds of advertisements are meant to show that the washing powder will remove any stain. However, some parents complained that those kinds of advertisements affected their children in a negative way and they started copying what they saw. While people are complaining about how advertisements are affecting their children, they forgot that it is their responsibility to guide their children and control what they are watching. Therefore, Advertisements do not affect children in a negative way as most people think. Janice & Ania said, “… Advertisements of junk food should be banned to help fight child obesity.”(N.d, para9). It is widely believed by people that the main reason for obesity. Additionally, people think that advertisements are meant to corrupt child and make then unethical. All these thoughts and confusions are based on inadequate reasoning, which makes their argument invalid in most of the time. For instance, children feel that whenever that the advertisement is colorful and full of cartoon characters, children will be fascinated with the advertisement so that they will...
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...Advertising to children: Is it ethical? This articles primary focus is whether or not it is unethical to direct advertising towards children. The author, Rebecca A. Clay leans towards the stand point of it being unethical for companies to direct advertising towards children of a young age. It is not simply that she feels that advertising towards young children is unethical rather more so the use of psychology to manipulate the under developed minds of the young children. In the article, points against using the skill of psychology are primary collected from a single source, which she refers to multiple times, (Allen D. Kanner, PhD.) She does mention that he is a part of a group of 60 psychologists’ that sent a controversial letter to the APA, protesting involvement in advertising towards children. But fails to list any other sources demonstrating a study of impact that advertising has on children. For example, another credible source of information to assist her points of the damaging effects can have on children and their parents is from, Wilcox, professor of psychology and director of the Center on Children, Families and the Law at the University of Nebraska. Wilcox mentions, “When I talk to parents they are quite concerned about advertising effects on their children. They have to live with children making unreasonable purchasing request from the advertisement they see- toys they want, food that is not good for them. This can be difficult for parents to manage.” Offering...
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...Advertising to children has existed for a long time; however what has changed is the amount of advertising and the media through which it comes. Today’s commercials are more sophisticated and pervasive, it is not that the products are good or bad, it is the notion of manipulating children to buy the product. Children are not little adults and their minds are not fully developed, still marketers are playing to their developmental vulnerability. The advertising that children are exposed to today is honed by psychologist and is enhanced by media technologies (Clay, 2000). The issues surround the impact of commercial culture and children’s well-being usually generates plumes of steam and everyone gets excited about it. However there seem to be two very hostile sides that are digging themselves in. On one side there are the evil corporations vs. the helpless children; on the other side there are the marketers that claim television is good for children. Overall this shows that children are entirely helpless and open to manipulation in such a wholesale way. So who is right? Is commercialism bad for children, or is commercial simply a part of modern democratic or capitalistic system which children are okay with. Nevertheless, the basic rule of advertising is to be truthful and not mislead the consumer. In today’s world of technology overload, younger and younger children are being exposed to product branding and marketing. Advertisers are notorious for exaggerating the benefits...
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...the expectations of our customer and increase customer satisfaction. As we expanded our product market we begin to enter more locations and improved our visibility. We increased our locations by expanding into convenience stores, mass markets, and pharmacies. The second goal was to increase the product line. We increased our product line by introducing a pediatric product. This allround+ brand is alcohol free and children safe version of the original allround brand. By doing this we have targeted a market that we believe will increase and grow our product line. This of course will grow our profits. We have increased our locations and this will allow us to reach our new target by increasing our visibility in the market. Places like convenient stores and pharmacies allow us to reach our targeted customers easily....
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...Generation Apple I have chosen Apple as my company of choice. Apple has impacted my life in several different areas throughout the last decade. Their product has assisted me in my education; it has impacted and revolutionized my creativity through software they provide for music, video and photography. I have also been able to use my Apple products at work. Apple began in 1976 when Steve Jobs and Steve Wozniak founded Apple Computer Inc. The company had their highs; they were the first company to reach $1 billion in sales. They also had their lows; Jobs and other executives left the company during a management shake up. Today, Forbes lists Apple as #1 Most Powerful Brand, #15 of Global 2000 and #79 of World’s Most Innovative Company. Apple took their failures in design, management and production, studied them and turned them into triumphs. Overall, Apple has been a successful company that shows us the strength of endurance. In 2012 Apple with their newly released iPhone reported that their net income for the fiscal year was $41 billion and over $50 billion in operating cash. Their competitors Microsoft and Samsung were close but still did not overcome the branding that Apple has implanted so strongly into our lives. Samsung with their newly released Samsung Galaxy Note reported a revenue of $29.05 trillion Korean (approximately $24 billion in US) in 2012 and Microsoft with their newly released Windows 8 program reported an income of $24 billion. Apple has been incredibly...
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