The marketing of products to children has continued since the emergence of the free market policy in the 20th century. However, in the recent decades, there has been a drastic increase in the expansion of marketing efforts targeted at children. The average child views thousands of television and print advertisements every year including television shows, magazines and web based advertisements which are targeted specifically at children. Most of the programs and movies watched by the children are now being dominated by marketing campaigns that sell toys, games and other products centered on the characters and themes of these shows (Palmer, 2008). Strategies of the marketing departments have become increasingly sophisticated in their attempts to appeal children through the use of extensive market research on the buying habits of children and the expertise of child psychology, often monitoring their preferences on each product (Kunkel, 2002).
This paper will argue that the expansion of marketing strategies has become overwhelmingly sophisticated throughout the century and as a result children have become a prime target of marketers. The first section of the paper will outline impacts and influence of marketing strategies, specifically the effects of inappropriate advertisements on children. This paper will then discuss current advertising and market practices and why marketing to children is a social problem. Finally, the essay will conclude with a discussion and commentary regarding the issue of child centered marketing and its long term effects on the younger generati...
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...Encyclopedia of Business and Finance (2nd ed., Vol. 2, pp. 717-718). Detroit, MI: Cengage Learning. Retrieved February 21, 2014, from http://go.galegroup.com/ps/retrieve.do?sgHitCountType=None&sort=RELEVANCE&inPS=true&prodId=GVRL&userGroupName=ko_k12hs
Kunkel, D. (2002). Children and advertising. In J. R. Schement (Ed.), Encyclopedia of communication and information (Vol. 1, pp. 128-132). NY: Cengage Learning. Retrieved February 21, 2014, from http://go.galegroup.com/ps/retrieve.do?sgHitCountType=None&sort=RELEVANCE&inPS=true&prodId=GVRL&userGroup
Norland, V. J. (2004). Marketing strategies. In D. James (Ed.), Nutrition and Well-Being A to Z (Vol. 2, pp. 37-41). NY: Macmillan. Retrieved February 21, 2014, from galegroup.com/ps/retrieve.do?sgHitCountType=None&sort=RELEVANCE&inPS=true&prodId=GVRL&userGroupName=ko_k12hs_d63&tabID=T003&searchId=R4&resultListType.
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