PESTER POWER

TARGETING CHILDREN
Presented By-

Gunjan Jain (079)
Aastha Kawatra (087)
OUTLINE
Pester Power
Why Pester Power
Advertisers effort in targeting Children
Drivers of Pester Power
Strategies used by Children
Examples of Pester Power
Role of Internet
Ways to control Pester Power
Conclusion


PESTER POWER
Pester power refers to childrens ability to nag their parents into purchasing
items they may not otherwise buy.

Marketing to children is all about creating pester power, because
advertisers know what a powerful force it can be.
WHY CHILDREN PESTER..
Can I have a lolly?
I want a toy!
Please, please,
please!
The world is full of
attractive and desirable
things for children.

For them it is hard to
understand that some
pretty, shiny or yummy
things are bad for them or
cant be afforded.
Kids represent an important demographic factor to marketers because
They have their own purchasing power
They influence their parents buying decisions and
They are the adult consumers of the future.
ADVERTISERS KNOW THIS FACT
Advertisers know this fact and take advantage of it. When a marketer or a firm has
developed a product to satisfy market demand after thoroughly analyzing the market,
there is a need for establishing contact with the target market to eventually sell the
product.
Working
women
Greater
media
exposure to
children
Hyper
parenting
Grand-
parents
affinity
Askable
parents
PESTER
POWER
DRIVERS OF PESTER POWER
GRANDPARENTS AFFINITY
WORKING WOMEN
HYPER PARENTING
GREAT MEDIA EXPOSURE
Todays markets are kid centric
Understanding how and why children influence purchasing decision
Children are exposed to thousand of commercials
Children are exceedingly socializing through technology
Brand loyalty starts at an age as early s 11 years.
ASKABLE PARENTS
PESTER STRATEGIES
ADOPTED
BY CHILDREN
BARGAINING
STRATEGY
REQUESTING
STRATEGY
At three years of age, before they
can read, one out of five American
children are already making specific
requests for brand-name products.

PERSUASION
STRATEGY
EMOTIONAL
STRATEGY
SOME EXAMPLES OF
PESTER POWER
McDonalds Happy Meals!!
It is well known that
McDonalds, long ago,
strategically marketed to the
kids as its target consumers.
Right from introducing
Ronald to happy meals to
toys of the latest cartoon
series, etc. McDonalds has
been extremely successful in
its marketing strategy. In
advertisements it targets the
youth & the children.
MORRISONS AD BANNED AFTER PESTER POWER COMPLAINTS
Morrisons has been slammed by the advertising watchdog for encouraging children to ask
their parents to visit the supermarket in order to win tickets to Disneyland Paris.
Morrisons defended itself by claiming the July ad campaign was not
irresponsibly targeting children, because it appeared between programmes
intended for adults.

However, the Advertising Standards Authority (ASA) noted the ad appeared
on several children's television channels.

In addition, the watchdog ruled the creative undeniably encouraged children
to get their parents to take them to Morrisons, because the final scene
featured a child waking an adult early in the morning to go to the
supermarket chain.

Morrisons has been informed it can no longer run the campaign because it
breached ASA regulations concerning responsible advertising and children.

KINDER JOY.or KINDER PLOY?
HERE IS MY
KINDERJOY
COLLECTION!!
MAGGI launched 2 minute noodles, an instant food product. But
at that time Indian consumers were rather conservative in their
food habits.
A research revealed it was children who liked the taste of maggi
noodles. After this maggi shifted its focus and targeted children
and their mothers
Its tag lines effectively communicated the products benefits to
consumers.

MAGGI.bas 2-minute
ROLE OF INTERNET
The Internet is an extremely desirable medium for marketers wanting to target
children:

It's part of youth culture.

Kids are often online alone, without parental supervision.

Internet is unregulated.

Companies can build brand loyalties from an early age.


WHAT ADVERTISERS CAN DO
1. Ethical products are valued more highly than unethical products with associated
uncertainty. Marketers should keep this in mind.

2. The advertising agencies should discharge their duties and responsibilities in a
way to enhance the welfare of the society of which they are an integral part.

3. While discharging their duty they should keep in mind the welfare of the
children.

4. They should not convey any message which can influence the children negatively.
Rather they should be taught that advertisements are made for promoting the
products but nobody is able to purchase all kinds of products at the same time.
WHAT PARENTS CAN DO
1. Lay down some ground rules.

2. Praise your child for good shopping behavior.

3. Offer healthy incentives for good shopping behavior.

4. Keep advertising to a minimum.

5. Teach the kids to be smart about advertising and shopping.
CONCLUSION

Due to increasing number of nuclear families and monthly income, the working
condition of parents gives more priority to children.

To control Pester power various guidelines have been given by the advertisement
Industry in India and across the world which have to be followed by the
companies.

Its equally important for the parents to try to make a difference in the way
advertising is being perceived by children.