Paper Summary:

This paper discusses how advertising influences children and ultimately may impact purchasing decisions in a household. The author describes how different techniques are used in creating advertisements geared for children rather than adults. Lego's current advertising strategy for one of its products is used as an example. Additionally, a psychological study is used to confirm the best advertising methods for targeting children, and how these methods are incorporated into Lego's campaign. The author concludes that media-saturated children and parents who cannot say no have created a marketing opportunity for toy companies.

From the Paper:

"The study concluded: "advertising directed at adults, for adult products, tends to aim at building brand loyalty, focusing on product characteristics that are perceived to be of long-term value. On the other hand, children's products must be updated frequently, reflecting the latest theme or character in order to grab attention. Advertising aimed at children does not focus on brand loyalty, but on the new and exciting features and tie-ins that are available."(Briesch, Bridges, & Kim, 2004) This study did not focus on children's products, but on all products in the household in general, noting that even in terms of decisions like eating out, buying breakfast cereals and toothpaste, and other decisions that affect the health habits of the entire household, children have a powerful influence. This influence is magnified, however, with products that are exclusively used by the child, perhaps because the parental will is less stalwart when dealing with products that are child-exclusive."

Sample of Sources Used:

• Briesch, Richard, Eileen Bridges, & Chi Kin (Bennett) Yim. (Nov 2004) "Advertising Decisions and Children's Product Categories." SMUCox. Retrieved 6 Dec 2006 at <http://www.cox.smu.edu/article/research/research.do/114>
• Campbell, Margaret & Amna Kirmani. (2000). Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent." Journal of Consumer Research. Vol. 27. Pp.69-83.Retrieved 6 Dec 2006 at <http://www.journals.uchicago.edu/cgi-bin/resolve?id=doi:10.1086/314309&erFrom=8138845525183247928Guest>
• "Exo-Force." (2006). Lego Official Website. Retrieved 6 Dec 2006 at<www.exo-force.com>
• Kunkel, Dale, Brian Wilcox, Edward Palmer, Joanne Cantor, Peter Dowrick, & Susan Linn, "Television Advertising Leads to Unhealthy Habits in Children." (2000). APA Task Force. Retrieved 6 Dec 2006 at <http://www.apa.org/releases/childrenads.pdf>
• "Parents." (2006). Lego Official Website. Retrieved 6 Dec 2006 at <http://parents.lego.com/>

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