Title: Selling kids. (building brand loyalty among children) Citation: Food & Beverage Marketing, June 1998 v17 n6 p16(2)
------------------------------------------------------------------------
Subjects: Children as consumers_Marketing
Advertising and children_Technique
Target marketing_Technique
Food industry_Marketing
========================================================================
Full Text COPYRIGHT 1998 Food & Beverage Marketing
Building brand loyalty among young consumers is a matter of Fun and games, with Web sites and CD-ROM being centerstage.
Nothing could be more natural than kids and games, especially videogames. Food marketers are increasingly catching on to the notion that videogames, delivered via the Internet, computer floppy disk or CD-ROM, can be an important way to build brand relationships with the bubblegum set.
At the same time, CD-ROM games have the cachet of being perceived as having high retail value - while costing marketers less than $1 each to produce.
"There is plenty of potential for food marketers to market to kids through computers and games," says Laurie Cairns, president of LEC LTD, a Chicago-based advertising and interactive media agency. "By using interactive games, they have the opportunity to create a relationship between their brand and kids, an opportunity that a company doesn't get today by running 30-second television spots
3 
)
= 1176
= 5 (250 words per page)
