...consumers. The biggest victims in this unethical marketing scheme are children. Marketing to children is in the spotlight. They are viewed as a key market force. They are constantly exposed to the growing number of advertising, marketing, and commercials through a wide range of resources. Companies are investing billions of dollars to be able to capture children’s attention. Instead of creating an environment where the adolescent health are one of the top priorities for the nation, these large industries are harming them by dangling unhealthy products in front of them. The consequence of this marketing is the growing child obesity problem that is plaguing our society. However, there are those that claim that marketing is not the sole cause of this problem; that environmental and societal changes are equally to blame. The ethical question is whether companies should be more responsible for their role in the health of society’s children, or should society be more responsible for regulating their intake of foods that have a potential negative effect. Marketing is finding out what customers want, and then setting out to meet their needs, provided it can be done at a profit. Marketing includes market research, deciding on products and prices, advertising, promoting, distributing and selling. Marketing is more than simply promoting and selling a product. Successful marketing is satisfying the needs and desires of the customer. The marketing of the product is often the first time many...
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...Children represent society’s future and should be protected from harm. Argue that current practices in marketing to children are OK and do not need further regulation. Introduction Since the new millennium era, marketing has an important role in society as the concept changed from being an efficient producer to social marketing concept. By implementing this concept which prioritises consumers’ satisfaction, both producer and consumer have benefits (Solomon et al. 2006, p. 14). As this is going on, beside the profits, producer also gets the chance to build a long term relationship with the consumer, which is one of the Integrated Marketing Communication (IMC) characteristics (Solomon et al. 2006, p. 389). This leads to the topic of this report which is stated that marketing to children are allowed and do not need a further regulation. This topic is interested to be learnt as children have important role in society’s future and marketing has a big part in their growth. Therefore, this report will explain first the regulation of marketing to children, then point out the important role of marketing for children, and lastly present the parents’ role in this practice. Marketing to Children Regulation in Australia As it is explained above about social marketing concept, it is also believed that a long term relationship can create the long term profitability by establishing good marketing that focus on consumers’ satisfaction and good ethics in the practice (Brubaker 2007, p. 58)...
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...beverage marketing to children Ieva Margevica 10360956 During the last twenty years marketing to children has become a vigorous tendency. As claimed by Schor (2004, p. 21), in 1980s companies used to spend 100 millions of dollars on marketing to kids. Whereas today, according to Eggerton (2007) in Linn’s and Novosat’s (2008, p. 134) research, this number has reached 15 billions of dollars, expended only on food and beverage marketing directed at youth. Additionally, in the last decades, as stated by de Onis, Blossni and Blogher (as cited in Carter, Petterson, Donovan, Ewing & Roberts, 2011), obesity and other health problem rates among kids have been rising along with the marketers’ attention to children. These simultaneously growing processes have led to the debates of marketers’ responsibility related to increasing rates of childhood obesity, diabetes and food preference distortion (Linn & Novosat, 2008, p. 134; Carter et al., 2011, p. 962; Boyland & Halford, in press, p. 1). As acknowledged by Carter’s et al. (2011, pp. 962-968) research, children are a vulnerable and easily persuadable group of society, which should be protected from marketing’s aspirations. In accordance with Boyland and Haford (in press, p. 2), the adopted regulations deviate between countries. With regard to previous studies about drawbacks, beneficial sides of existing restrictions related to marketing to youth, this paper will evaluate whether food and beverage marketing to children should...
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...Since many marketing companies have great ways to attract an audience's attention and money, it leads to the marketing to children. One of the highest consumers is children; therefore, marketers attempt to target young children because it encourages them in making parents spend money. Marketing to children is beneficial because it encourages healthy behaviors, positive choices, and bonding experiences. Marketing can promote positive behavior among children by advocating them to eat healthier. For instance, David Benady implies, “advertising and marketing techniques could encourage children to eat healthy,”(1) meaning marketers have extraordinary ideas to attract them into making them to eat healthy. When marketers advertise they mostly use...
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...International Marketing To Children The prevalence of childhood overweight and obesity is reaching unprecedented proportions in Australia and internationally. The most recent research on the prevalence of overweight and obesity among children, from kindergarten to school year 10 in New South Wales, Australia, indicates 8% of boys and 6% of girls are obese and 17% of both boys and girls are overweight (Booth et al., 2006). Food marketing to children has been recognized in a joint report by the Food and Agriculture Organization and the World Health Organization as a probable causal factor in childhood overweight and obesity (World Health Organization, 2003), influencing children's food preferences, at both the brand and category level, purchasing behavior, purchasing requests and food consumption habits (McNeal, 1987 Committee on Food Marketing and the Diets of Children and Youth, 2005; Hastings et al., 2006). Television is typically both the main electronic medium with which children engage (Linn, 2004) and the primary source of advertising used by the food industry (Hastings et al., 2003). Previous reviews on food marketing to children have focused primarily on television, as there is a lack of published studies on other marketing avenues. In a systematic review prepared for the UK Food Standards Agency (Hastings et al., 2003), it was acknowledged that the majority of the available research was based on television as an advertising medium, with only 5 out of 50 reviewed...
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...“Consumer kids – the influence of the commercial world on our children” by Nairn Agnes is an article that exposes how much marketing influences young people today. It expresses how involved children are with technology now and the result of that is certain ‘ideals’ for society. With advertising, as the article makes evident, kids see it and they want it. Agnes makes it very clear how big of an impact marketing is to children, including the views of parents, teachers, and kids. She reveals how much companies will do with marketing just to appeal to children because of how much of a dent they make in the industry. “Marketing to Children” by Sharon Beder outlines how much money companies spend on marketing to children because of how much money...
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...not only marketing violence and illegal activities to children, but you are lying while doing so. Children cannot make rational decisions. Therefore directly marketing violent games to children encourages children that it is “okay” to participate in such illegal activities. Your games are interactive, therefore, children are being shown directly how to plan and execute these illegal activities. This is unethical and shows Rockstar Games only motive of financial gain and to be the market leader. The violence in your video games has become more realistic to the violence that occurs in the real world. In much older video games, violent acts were seen and thought to be carried out unrealistically. For example, killing someone would make them vanish into thin air. Currently the violence in your video games truly resembles realistic situations, such as shooting someone in the head and watching the blood poor out as the character slowly dies in excruciating pain. Promoting illegal activities, such as murder, prostitution and corruption, and promoting racism presents a moral challenge that Rockstar Games does not seem to have a problem with. Your company’s strategy specifically states is for financial gain and to be the market leader (1). Rockstar Games does not seem to have any interest in the negative impact your games has and can have on children. What will it take for Rockstar Games to realize that the violence and illegal activities they promote to children is unethical...
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...Marketing to Children: A Social Problem Arththy Satkunanathan 100523472 Timothy Macneill Introductory Sociology SOCI 1000U-001 July 31st, 2014 INTRODUCTION Children are the future, they are capable of doing extraordinary things, but the implications of marketing are impacting the lives of all these children quite significantly. At such a young age, children do not have the ability to decipher right from wrong; their minds are not yet fully formed. Children under the age of eight do not possess the cognitive skills to understand the convincing and the influential intent of both online and television advertisements (Calvert, 2008). However, many children who are under the age of eight have been exposed to marketing on television since they...
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...encourage teens and children by advertising and marketing techniques that help children to environmentally and socially changed their lives. This may help adolescents and parents to make good choices. The idea is that they have developed persuasive tools to influence consumer behavior, but some oppose all commercial marketing aimed at children. Some of this marketing techniques are beneficial because of the impact it does on people. Because children in advertisements were real rather than paid actors and they often confused with news items, in which they generally do not understand the commercial intent and manipulation behind advertisements. Source B introduces , “Positive pester power.” This source explains that companies should market healthy foods and good habits...
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...Abrakadoodle Marketing Plan Table of Contents Executive Summary …………………………………………………………………….. Page 3 Environmental Analysis …………………………………………………………….. Page 4 SWOT Analysis …………………………………………………………………….. Page 8 Marketing Objectives …………………………………………………………….. Page 9 Marketing Strategies ……………………………………………………………..Page 10 Marketing Implementation ……………………………………………………………..Page 12 Evaluating & Control ……………………………………………………………………Page 14 EXECUTIVE SUMMARY Abrakadoodle offers full service visual art classes for kids, summer art camps, holiday art camps, art parties and art events that stimulate and educate to more than one million children in schools, community sites, and art studios for kids around the world. Abrakadoodle primarily targets middle-income professional families who are having their children participate in exciting activities that involve arts and crafts. The proposed marketing plan is designed to allow Abrakadoodle to focus on getting their name and professional services out into the Maryland area; specifically the area from Landover to Annapolis. Because of the unique experience of art creativity for kids, Abrakadoodle would like to be known for its excellent classes for kids, well-trained teachers and always allowing kids to have a blast. Expansive art lesson plans are unrivaled, exceeding national standards for visual arts education. Understanding the cost related to quality art education, Abrakadoodle...
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...Research Methods Project Report Ethical Concerns of Marketing towards Children Submitted to: Fatima Saman Qaisar Date: 30th November, 2013 FAST School of Business National University of Computer & Emerging Sciences Acknowledgements Thanks to Allah-The Almighty who helped us in completing this tremendous task. Then we would like to offer our very special thanks to our respected instructor, Miss Fatima Saman Qaisar, whose constant and untiring support helped us at every stage of the project. Without her devoted and sincere assistance, we would never have been able to complete this project in an organized way. Last but not the least, we would also like to offer our thanks to our parents and our friends who supported us at every stage of completion of this task. TABLE OF CONTENTS List of Tables iv Executive summary 1 Introduction 2 Background 2 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...
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...Shedding light on the marketing of junk food to children Shedding light on the marketing of junk food to children Imagine, if you will, a big pile of money. Let’s call it a million dollars. It’s all yours to spend, any way you want. What would you buy? An hour later you get another million to spend. Now what would you do with that money? How about if you got another million dollars an hour later — and kept it up around the clock, all year long? Well, now imagine that deluge of money aimed right at our kids — spent convincing them to eat and drink more and more of the foods and beverages that are least healthy for them. That’s how much money the food and beverage industry in the U.S. spends to reach our children with their messages. One million dollars an hour, every hour of every day, targeted at children and youth. It adds up to $10 to $12 billion dollars a year spent on youth marketing alone. Marketing to children needs to be abolished because it is endangering children’s lives and is extremely out of control. Marketing to children has helped to contribute to the decline in the health of children. Since 1980, overweight rates have doubled among children and tripled among adolescents. According to the National Center for Chronic Disease more than one out of every three U.S. children born in 2000 is expected to get diabetes in their lifetime.. According to the CDC, among overweight children between 5 and 10 years of age, 60 percent already have at least one cardiovascular...
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...The Ethics of Marketing The Use of Alcohol, Sex, and Children Business Ethics 11/23/2013 Introduction The American Marketing Association defines marketing as, the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (www.marketingpower.com) This practice dates back to the 1450’s when the Gutenberg invented the first movable type, which allowed mass printing to be possible for the first time. Marketing and advertising has since evolved from magazines, to billboards, radio, television, telemarketing, print ads, and now with the digital age booming, has become a hyper competitive industry where companies will do just about anything to attract a customer. Doing “just about anything” is where marketers and advertisers operate on a very thin line as to what is considered ethical. This strategy now includes tactics such as the use of alcohol, sex, and the targeting of children to attract consumers. Companies use the power of beer advertisements at college sporting events, sexually explicit advertisements in venues viewed by children and teenagers, and use the developing minds of small children as targets in the advertising of certain products. While these strategies may be legal, they are not always ethical. In this paper, I will challenge the use of content, tactics, perception, and target audience, while applying ethical tests and theories...
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...Running head: Reduce the marketing of violent toys, games and entertainment to children. Position paper : Reduce the marketing of violent toys, games and entertainment to children. DeVry University Engl-112-61206: Composition Professor: Jamie Pacton Student: Valeriya Zakreski Violence is a physical action to injure people or property. We can read a lot of information and watch news about violence. We can say that violence is a part of our life and he human condition. But the worst fact that today, our children are involved to this part of human condition. From child abuse to murder, to school-yard bullying, violence takes its toll, often with children being the innocent. But what can cause the violence between the children? Today we can hear a lot of information about it, as: toy guns and video games affect on the children’s health and behavior, violent homes lead children to the crime. “More than 1,000 studies on the effects of television and film violence have been done over the past 40 years. The majority of these studies reach the same conclusion: television and film violence leads to real-world violence. By age 18 an American child will have seen 16,000 simulated murders and 200,000 acts of violence.” Senator Orrin G. Hatch, Utah, Chairman Committee on the Judiciary. September 14,1999. Children, Violence, And the Media. A report for Parents and Policy...
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...Papers Home Page » Business and Management Evaluate the Opportunities and Threats Faced by Companies Marketing to Children. in Your Answer Provide Examples of How Firms Are Responding to These Challenges and Opportunities in Their Marketing Strategies. In: Business and Management Evaluate the Opportunities and Threats Faced by Companies Marketing to Children. in Your Answer Provide Examples of How Firms Are Responding to These Challenges and Opportunities in Their Marketing Strategies. Introduction Children form a significant consumer group in their own right and, in addition, influence the purchasing choices of their families and friends. They represent a huge market offering significant financial returns to companies. Children are also the adults of the future so building a strong bond with a child could lead to significant customer lifetime value to a company. However there are inherent risks in marketing to children bound up in the fact that many feel that it is intrinsically unethical to market to children. As a result of this, companies that market to children and get it wrong face a moralistic and significantly stronger backlash. Applying a PESTLE analysis highlights the external factors companies that market to children face; Political - Changes in government and legislation affect ways in which companies can approach marketing for children and young people. In December 2003, the British Secretary of State for Culture, Media and Sport, Tessa Jowell...
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