READING II. PUBLICITY.

Read the following article and

answer the questions using your OWN WORDS WITHOUT

COPYING LITERARY FROM THE TEXT

What is the impact of advertising on

kids?
Advertisers know that the earlier kids learn about a brand, the
more likely they'll be to buy the product later (or beg
their parents to buy it). Marketing to preschoolers mostly
entails commercials on television (or streaming services), since
television is still the dominant medium for young children.

As for preteens, advertisers spend many billions of dollars per

year making sure their products get in front of their eyes, and
they have more places to capture their attention: television,
the Internet, games, movies, apps -- you name it. Advertisers
also know that kids greatly influence their parents' buying
decisions, to the tune of $500 billion per year. The most
significant aspect of marketing to preteens, though, is that
now they can talk back. Although companies are limited in the
data they can collect from kids under 13, they can still gain
insights into their behaviour and preferences.

Finally, teens are one of the most important demographics for

marketers. Their brand preferences are still gelling, they have
money to spend, and they exert a strong influence on their
parents' spending (even on big-ticket items such as cars).
Because 25 percent of teens access the Internet through
mobile devices, companies are targeting them where they
hang out: in apps, in games, and on websites that stream
music and video and offer other downloadable content. Teen-
focused brands use a combination of traditional marketing
techniques and new communication methods to influence
product preferences.

Methods marketers use to reach young kids:

Hooking them young. Getting the product in front of a target

audience as much as possible strengthens a company's ability
to capture consumers "from the cradle to the grave." Think
cartoon characters on diapers.

Dividing and targeting genders. Brands try to establish a

preference for gendered toys as early as possible. The sooner
your child has a desire for "boy" toys or "girl" toys, the sooner
he or she becomes a customer. That opens the door for even
more gendered products.  

Developing taste preferences. Junk-food marketing to kids is

a $2 billion-per-year industry. Cartoon characters appear on
cereal boxes, toys appear inside boxes, and characters shill for
brands on TV -- for example, Mr. and Mrs. Potato Head
advertise potato chips. And it works. 

Methods marketers use to reach preteens:

The need for stimulation. If you're wondering why

commercials for tweens look like they were filmed by a
caffeine-addled jackrabbit, it's because tween brains crave --
and respond strongly to -- stimulation. If something is exciting,
they take notice.

The desire to engage. Brands bury their sales pitches to this

age. Preteens are swayed by experience, not lectures -- hence
games, apps, contests, and other interactive gimmicks to
attract and hold their attention.

The craving for emotional connection. If you have a tween,

you know that kids at this age are not entirely rational. They
LOVE a specific dress, they MUST HAVE a particular song,
they're OBSESSED with a certain game. Marketers use
strategies that stir up emotions so kids identify with a
product. 

Methods marketers use to reach teens:

Exploiting insecurities. Brands appealing to teens take

advantage of their particular vulnerabilities: the desire to fit in,
to be perceived as attractive, and to not be a huge dork. Teens
are extremely attuned to their place in the peer hierarchy, and
advertising acts as a kind of "super peer" in guiding them
toward what's cool and what's acceptable. Both teen boys and
girls are highly susceptible to messages around body image,
and marketers use this to their advantage. 

Tracking data. Once kids turn 13, companies have little

restrictions over marketing to them and collecting their data.
The information they collect isn't personally identifiable -- it's
far more valuable. Tracking teens' digital trails helps
companies precisely determine their tastes, interests,
purchase histories, preferences, and even their locations so
they can market products to them or sell that data to other
companies. Talk to teens about using privacy settings and
understanding what information they're unwittingly giving to
companies.

Using peer influence on social media. Advertisers actively

enlist teen followers on social media to market products. You
can find this in online stores such as J. Crew's, where you can
share items you like with friends. Many brands encourage
teens to broadcast their interactions with brands (such as
uploading pics of themselves with a particular purse, drink, or
outfit). These techniques reinforce the idea that brands
"make" the person, and it's essential to help teens realize that
their self-worth is not determined by what they own (or don't
own).
 1. WHY IS SO IMPORTANT FOR ADVERTISERS THAT KID
KNOW THEIR PRODUCTS AS EARLY AS POSSIBLE?
2. WHY ARE TEENAGERS ONE OF THE MOST
IMPORTANT DEMOGRAPHICS FOR MARKETERS?

3. EXPLAIN THE METHODS PUBLICITY USES TO GET

CHILDREN INVOLVED AND HOW THEY DIFFER
FROM THE METHODS APPLIED TO THE ONES USED
TO REACH PRE-TEENS

4. EXPLAIN THIS EXPRESSION AND ITS RELEVANCE IN

PUBLICITY: “FROM THE CRADDLE TO THE GRAVE”

5. HOW DOES PUBLICITY TRACK TEENAGERS’ DATA?

Choose 2 ads and make and make an exhaustive study/analysis of each one: audience,

message, elements, how? positive/negative. (está en el drive común)