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Conflicting Values of Marketing to Children

An exploratory investigation was conducted to assess several issues associated with the targeting by marketing organizations of the children's market segment. A small (20 subjects) convenience sample of parents of children from six-to-16 years old were administered a survey questionnaire to develop the data required to investigate the following research question: "What approaches and practices can be implemented by marketing organizations in successfully targeting the children's market segment that likely will generate the lowest levels of opposition from parents? The general findings of the investigation of the research question were that (1) a majority of parents do not in principle object to advertising and promotion that targets the children's market segment, but (2) do have strong objections to advertising and promotion that targets the children's market segment in such a way that children may be misled or unfairly influenced in any way. The implication of the research findings for marketing managers was that marketing organizations in the targeting of the children's marketing segment should avoid all advertising and promotion that may give an appearance of either impinging upon parental prerogatives or of attempting to deceive unsuspecting children. It was recommended that marketing managers use the findings of this exploratory research as a starting point for the design of more extensive studies to obtain definitive answers to the issues addressed in this investigation.

MARKETING TO CHILDREN: AN INVESTIGATION OF CONFLICTING VALUES

In the United States alone, the children's market segment generates $150 billion per year in sales (Boone, 1998). The value of the children's market segment is destined to continue growing for some time to come. The so-called second baby boom which ended in the United States in 1994 produced 76 million children, so that in 1998 28 percent of the population of the United States is under the ...

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Conflicting Values of Marketing to Children. (1969, December 31). In LotsofEssays.com. Retrieved 08:38, March 28, 2024, from https://www.lotsofessays.com/viewpaper/1694989.html