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Marketing to Children
Recent research by the Chartered Institute of Marketing in the UK shows that the growing influence of children, or 'pester power' has led to some firms spending more than £500,000 investigating trends in the child marketplace.
New consumer research from the CIM into consumer attitudes towards advertising to children is to be made available on Tuesday, 12 November.
Of particular interest in the run-up to Christmas and the New Year, this new research, conducted with a sample of 1,000 consumers in the United Kingdom, looks at:
- What factors consumers believe influence children and their desires;
- The age at which consumers believe children are influenced by advertising;
- What consumers think of the amount of advertising that children see;
- What changes in legislation consumers would like to see.
Further research will also be available on marketing to 11-14 year olds produced by Mintel Group and the CIM aims to explore such ethical questions as whether partnerships of brands and schools in the community can play a positive role without exploiting kids and whether brands can be promoted to children in a way that maintains credibility and responsibility.
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