1

Chil
drenas
mar
keti
ngtool
s
Submi
tt
edbyDoaaOsama

20180939

2022
 1
Chi
l
drenASMARKETI
NGTOOLS

Abst
ract
:

OnTV,
wehav
eal
lki
ndsofadv
ert
isement
s.Weseepr
oduct
sthatt
argetal
lki
ndsof

audi
enceswi
thal
lthedi
ff
erencesi
nthei
ragesort
hei
rint
erest
sorwhat
evert
heydoon

aday
-to-
daybasi
s.

Chi
l
drencansomet
imesbeasef
fi
cientamar
ket
ingt
ool
asanyot
hert
ool
usedt
ogr
ab

t
heey
eoft
hecust
omer
.Gui
l
tcanal
sopl
ayar
olei
nspendi
ngdeci
sionsast
ime-

st
ressedpar
ent
ssubst
it
utemat
eri
algoodsf
ort
imespentwi
tht
hei
r 
kids.So,
wewi
l
l

v
iewhowef
fi
ci
entchi
l
drencanbeast
ool
stoat
tractpar
ent
sorcust
omer
singener
also

t
hatt
headv
ert
isi
ngcompani
escanbenef
itf
rom t
hat
.
 2
Chi
l
drenASMARKETI
NGTOOLS

Tabl
eofCont
ent
s

Abst
ract…………………………………………………………………………….
1

Chapt
er(
1)I
ntr
oduct
iont
oResear
chWr
it
ing…………………………………….
..
3

Chapt
er(
2)Rev
iewofLi
ter
atur
e……………………………………………………4

Chapt
er(
3)Wr
it
ingamet
hodol
ogy
……………………………………………….
..
.7

Ref
erenceLi
st…………….
……………………………………………………….
.11
 3
Chi
l
drenASMARKETI
NGTOOLS

Chapt
er(
1):
Int
roduct
iont
oResear
chWr
it
ing

Resear
chquest
ion:

Ar
echi
l
dren’
smor
eef
fi
cientmar
ket
ingt
ool
sthanadul
ts?

Hi
stor
yoft
hest
udy
:

Mar
ket
ingSoci
almedi
aisoneoft
hemostpower
ful
mar
ket
ingt
ool
siny
ourar
senal
.
Thesedays,
some90%ofy oungadul
tsusesoci
almedi
atocommuni
cat
ewi
thbr
ands,
andifany
thi
ng,
that
’sonl
yli
kelyt
oincr
ease.
Soon,socialmedi
awi l
lbecomet hemostimport
antmarketi
ngst rat
egyforal
ltar
get
markets,andwhetheryou’
rejustaboutt
ostar
tyourfi
rstsocialmediacampaignor
you’
vebeenati tf
oryears,t
here’
salwaysmoreyoucanl ear
nt oimproveyourstr
ategy
.

f
ici
ent
ngonadv
ert
isi
ngt
ochi
l
drenhasexpl
odedov
ert
hepastt
wo
decades.I
ntheUni
tedSt
atesal
one,
compani
esspentov
er$17bi
l
li
ondoi
ngt
his
I
n2009–mor
ethandoubl
ewhatwasspenti
n 1992.
Par
ent
stodayar
ewi
l
li
ngt
obuymor
efort
hei
rchi
l
drenbecauset
rendssuchas
smal
l
erf
ami
l
ysi
ze,
dual
incomesandpost
poni
nghav
ingchi
l
drenunt
ill
ateri
n
 4
Chi
l
drenASMARKETI
NGTOOLS

Li
femeant
hatf
ami
l
ieshav
emor
edi
sposabl
eincome.Aswel
l
,gui
l
tcanpl
aya
r
olei
nspendi
ngdeci
sionsast
ime-
str
essedpar
ent
ssubst
it
utemat
eri
algoodsf
or
t
imespentwi
tht
hei
r 
chi
l
dren

Si
gni
fi
canceoft
hest
udy
:

I
tisai
medt
hatt
hisst
udywi
l
lhel
pfocusonhowi
mpor
tantchi
l
drenar
east
arget
sto
mar
ket
ers.

Chapt
er(
2)Rev
iewofLi
ter
atur
e

Thechi
l
drenandal
i
ttl
efr
om adul
tsr
epor
til
l
ust
rat
edt
hechi
l
dreni
nfl
uenceonev
ery
day

f
ami
l
yact
ivi
ti
essuchas:Br
eakf
astchoi
ces(
97%oft
het
ime)andl
unchchoi
ces(
95%of
 5
Chi
l
drenASMARKETI
NGTOOLS

t
he 
ti
me)
,Wher
etogof
orcasualf
ami
l
ymeal
s(98%oft
het
ime)(
wit
h34%ofchi
l
dren

al
way
shav
ingasayont
hechoi
ceofcasual
 
rest
aur
ant
).Cl
othi
ngpur
chases(
95% of

t
he 
ti
me)
,Sof
twar
epur
chases(
76% oft
het
ime)andcomput
erpur
chases(
60% of

t
he 
ti
me)
,Fami
l
y ent
ert
ainmentchoi
ces (
98% oft
he t
ime)and f
ami
l
ytr
ips and

excur
sions(
94%oft
het
ime)
.

Asar
esul
t,ov
ert
hel
astt
wodecades,i
ndust
ryspendi
ngonchi
l
dren'
sadv
ert
isement
s

hasexpl
oded.I
n2009,busi
nessesi
ntheUni
tedSt
atesal
onei
nvest
edov
er$17bi
l
li
on

ont
his,mor
ethant
wicet
heamountspenti
n1992.Becauseoft
rendssuchassmal
l
er

f
ami
l
ysi
zes,par
ent
stodayar
eabl
etopur
chasemor
efort
hei
rchi
l
dren.Si
ncet
oday
's

chi
l
drenhav
egr
eat
eraut
onomyanddeci
sion-
maki
ngpowerwi
thi
nthef
ami
l
ythan

pr
evi
ousgener
ati
ons,t
heyar
emor
eout
spokenaboutwhatt
heywantt
hei
rpar
ent
sto

pur
chase.Pest
erpowerr
efer
stoachi
l
d'sabi
l
ityt
oper
suadet
hei
rpar
ent
stopur
chase

t
hingst
heywoul
dn'
tnor
mal
l
ybuy
.Si
ncemar
ket
ersunder
standt
hepowerofpest
er

power
,mar
ket
ingt
ochi
l
dreni
sal
laboutgener
ati
ngi
t.

Adv
ert
iser
smustunder
standwhatmakeschi
l
drent
icki
ntr
yingt
orespondt
othem
 6
Chi
l
drenASMARKETI
NGTOOLS

ef
fect
ivel
y.Adv
ert
iser
s now hav
e access t
oin-
dept
hinf
ormat
ion aboutchi
l
dren'
s

dev
elopment
al,cogni
ti
ve,and soci
alneeds atv
ari
ous ages t
hanks t
o wel
l
-pai
d

r
esear
cher
sandpsy
chol
ogi
sts.Chi
l
dren'
sbehav
ior
,fant
asyl
i
ves,ar
twor
k,andev
en

dr
eamsar
est
udi
ed usi
ng sci
ence.To meety
oung peopl
e,busi
nessescandev
ise

sophi
sti
cat
ed mar
ket
ing st
rat
egi
es.I
nthel
ate1990s,f
orexampl
e,t
headv
ert
isi
ng

companySaat
chiandSaat
chiempl
oyedcul
tur
alant
hropol
ogi
stst
ost
udychi
l
dren'
suse

ofnew t
echnol
ogi
esathomei
nor
dert
obet
terunder
standhow t
oconnectt
hem wi
th

br
andsandgoods.Whenagr
oupofAmer
icanment
alheal
thpr
act
it
ioner
swr
oteapubl
i
c

l
ett
ert
otheAmer
icanPsy
chol
ogi
calAssoci
ati
on(
APA)i
n1999,
aski
ngt
hem t
odecl
are

t
hepr
act
iceunet
hical
,thei
ssueofusi
ngchi
l
dpsy
chol
ogi
stst
ohel
padv
ert
iser
star
get

ki
dsgai
nedwi
despr
eadpubl
i
cat
tent
ion.

Al
though t
he Amer
ican Psy
chol
ogi
cal Associ
ati
on di
d not out
ri
ght pr
ohi
bit

psy
chol
ogi
stsf
rom par
ti
cipat
ingi
nthi
sact
ivi
ty,t
hei
rfi
nalr
epor
tin2004r
ecommended

t
hatt
heAPA “
makeef
for
tst
oassi
stpsy
chol
ogi
stsi
nwei
ghi
ngt
hepossi
bleet
hical

pr
obl
emsi
nvol
ved i
n pr
ofessi
onalef
for
tst
o mor
eef
fi
cient
lyadv
ert
iset
o chi
l
dren,

par
ti
cul
arl
ythosechi
l
drenwhoar
etooy
oungt
ocompr
ehendt
heper
suasi
vei
ntentof

t
elev
isi
oncommer
cial
s.Mar
ket
erssowt
heseedsofbr
andawar
enessi
nthemi
ndsof

smal
lchi
l
dreni
nthehopest
hatt
heseedswi
l
ldev
elopi
ntol
ong-
ter
mrel
ati
onshi
ps.

Babi
esasy
oungassi
xmont
hsol
dcanf
orm ment
ali
magesofcor
por
atel
ogosand

mascot
s,accor
dingt
otheCent
erf
oraNew Amer
icanDr
eam.Br
andl
oyal
ti
escanbe

est
abl
i
shedasear
lyasaget
wo,andbyt
het
imechi
l
drenheadof
ftoschoolmostcan

r
ecogni
zehundr
edsofbr
andl
ogos,TheI
nter
neti
sanext
remel
ydesi
rabl
emedi
um f
or
 7
Chi
l
drenASMARKETI
NGTOOLS

mar
ket
erswant
ingt
otar
get
 chi
l
dren:i
t’
spar
tofy
out
hcul
tur
e.Thi
sgener
ati
onofy
oung

peopl
eisgr
owi
ngupwi
tht
heI
nter
netasadai
l
yandr
out
inepar
toft
hei
r 
li
ves.Par
ent
s

gener
all
ydonotunder
standt
heext
entt
owhi
chki
dsar
ebei
ngmar
ket
edt
o onl
i
ne,
Kids

ar
eof
tenonl
i
neal
one,wi
thoutpar
ent
al 
super
visi
on,Unl
i
kebr
oadcast
ingmedi
a,whi
ch

hav
ecodesr
egar
dingadv
ert
isi
ngt
oki
ds,t
heI
nter
neti
s unr
egul
ated,Sophi
sti
cat
ed

t
echnol
ogi
esmakei
teasyt
ocol
l
ecti
nfor
mat
ionf
rom y
oungpeopl
eformar
ket
ing

r
esear
ch,andt
otar
geti
ndi
vi
dualchi
l
drenwi
thper
sonal
i
zed 
adv
ert
isi
ng,bycr
eat
ing

engagi
ng,i
nter
act
iveenv
ironment
sbasedonpr
oduct
sandbr
andnames,compani
es

canbui
l
dbr
andl
oyal
ti
esf
rom anear
ly 
age.

Themai
nway
sthatcompani
esmar
kett
oyoungpeopl
eonl
i
ne 
i
ncl
ude:

Rel
ati
onshi
pbui
l
dingt
hroughadst
hatat
temptt
oconnectwi
thconsumer
sbybui
l
ding

per
sonalr
elat
ionshi
psbet
weent
hem andt
he 
brand,Vi
raladst
hatar
edesi
gnedt
obe

passedal
ongt
o f
ri
ends,Behav
ior
alt
arget
ing,wher
eadsar
esentt
oindi
vi
dual
sbased

onper
sonali
nfor
mat
iont
hathasbeenpost
edor
 col
l
ect
ed,Endor
sement
sbyonl
i
ne

“
inf
luencer
s”whoar
epai
dtor
ecommendapr
oducti
nwhatl
ooksl
i
keagenui
ne 
way
.
 8
Chi
l
drenASMARKETI
NGTOOLS

Ihonest
lybel
i
evet
hatki
dsar
en’
tasef
fi
cienti
nter
msofbei
ngmar
ket
ingt
ool
sbecause

wi
tht
heexpansi
onofcommuni
cat
ion,wear
econt
inual
l
yinf
luencedbyt
hedi
ver
sit
yof

messagesandi
magest
hatseduceusandi
ntoxi
cat
eust
hrought
hemostv
ari
edf
orms

ofmedi
a.I
tisknownt
hatunt
ilabout12y
ear
sofaget
heyhav
enotdev
elopedcr
it
ical

t
hinki
ngandt
her
efor
e,ar
emor
esuscept
ibl
etot
heappeal
ofcommer
cial
s.Ev
ent
hough,

i
naccor
dancewi
thl
egi
slat
ion,
chi
l
drencannotper
for
m act
sofci
vi
ll
if
esuchasbuy
inga

v
ehi
cl
e orsi
gni
ng a cont
ract
,theyar
e appr
oached di
rect
lybyadv
ert
isi
ng as f
ull

consumer
s.Al
linal
l
,chi
l
drenshoul
dn’
tbev
iewedasar
eli
abl
emar
ket
ingt
oolast
her
e

ar
emanyot
heropt
ionst
obeusedi
nadv
ert
isement
sandcommer
cial
s.
 9
Chi
l
drenASMARKETI
NGTOOLS

Chapt
er(
3)Wr
it
ingamet
hodol
ogy

Descr
ipt
ionoft
hest
udy
:

Thedat
agat
her
edf
ort
hisst
udywasaquest
ionnai
rei
nvest
igat
ingar
eki
dsanef
fi
cient

enoughmar
ket
ingt
ool
?Itwascar
ri
edamongst
udent
sfr
om t
hef
acul
ti
esofmass

communi
cat
ionandbusi
nessadmi
nist
rat
ionwhowat
chal
otofcommer
cial
s.

At
otal
numberoff
ivemal
esandf
ivef
emal
eswhi
char
est
udent
sint
heUni
ver
sit
yof

CI
Cwhohav
est
udi
edandhav
eenr
oll
edi
ntocour
sesandcl
asseswhi
chwer
erel
atedt
o

mar
ket
ing.

Sampl
eQuest
ionnai
re:

1.Ar
eadv
ert
isement
smor
eappeal
i
ngwi
thki
dspar
ti
cipat
ingi
nthem?

-
Yes/No

2.Docompani
eshav
etot
hinkt
wiceaboutt
hepr
esenceofchi
l
dreni
nthei
r
commer
cial
s?

-
Yes/No/Notsomuch
 10
Chi
l
drenASMARKETI
NGTOOLS

3.Doest
arget
ingt
heenf
antaudi
encehel
pbenef
itt
hecompany
’ssal
es?

-
Yes/No

4.Doest
heuseofchi
l
dreni
ncommer
cial
hav
eal
ong-
ter
m ef
fectont
he
cust
omer
s?

-
Yes/No

5.Docommer
cial
swi
thki
dsl
eav
eagoodi
mpr
essi
onwi
thy
ouory
ourf
ri
ends?

-
Yes/No

6.Whatar
eimpr
essi
onst
haty
out
akef
rom chi
l
dren-
par
ti
cipat
edorki
ds-
rel
ated
commer
cial
s?

-
Happy/conv
inced/di
sappoi
nted

7.Onscal
efr
om 1t
o10howdoy
oul
i
kecommer
cial
snowaday
s?

-
1=bad–10=good

8.I
sitnecessar
yforcommer
cial
stoev
eni
ncl
udechi
l
dren?

-
Yes/No
 11
Chi
l
drenASMARKETI
NGTOOLS

9.Whoar
ethemostaf
fect
edbyt
hesecommer
cial
s?

-
Chi
l
dren/Par
ent
s

10.
IsCov
id-
19af
act
ori
naf
fect
ingchi
l
drenandexposi
ngt
hem t
othepossi
bil
i
ty
ofget
ti
ngi
nfect
ed?

-
Yes/No
 12
Chi
l
drenASMARKETI
NGTOOLS

Dat
aGr
id:

Ques Res Res Res Res Resp.

5 Res Res Res Res Res
t
ions p.
1 p.
2 p.
3 p.
4 p.
6 p.
7 p.
8 p.
9 p.
1
0

1 Yes Yes Yes Yes Yes No Yes No No Yes

2 Not No No Not Yes Not Notso Yes Yes Not

so so so much so
mu much muc mu
ch h ch

3 No Yes No Yes Yes Yes No Yes No No

4 Yes Yes Yes Yes Yes Yes Yes Yes Yes No

5 No No No Yes Yes Yes No Yes Yes No

6 Hap Hap di
sapp conv
i di
sapp Hap di
sapp di
sapp conv
i Hap
py py oi
nted nced oi
nted` py oi
nted oi
nted nced py

7 3 6 9 8 9 10 5 9 9 9

8 No Yes No No Yes Yes Yes Yes No Yes

9 Par Par Par

ent Par
en Chi
l
dre Chi
l Par
ent Par
ent Par
en Par
 13
Chi
l
drenASMARKETI
NGTOOLS

ent ent s t
s n dr
en s s t
s ent
s s s

10 Yes Yes Yes No No Yes Yes Yes No Yes

Dat
aInt
erpr
etat
ion:

I
nthi
sQuest
ionnai
re,
Weconcl
udedt
hati
nQuest
ion(
1)70%oft
hepeopl
esai
dYES:

commer
cial
sar
emor
eappeal
i
ngwi
thchi
l
dreni
nthem,
inQuest
ion(
2)50%sai
d(3)not

somuch:
compani
eshav
ingt
othi
nkt
wiceaboutput
ti
ngchi
l
dreni
nthei
rcommer
cial
s,

i
nQuest
ion(
3)50%sai
dYES:
tar
get
ingt
heenf
antaudi
encedoesbenef
itt
hecompany
’s

sal
es,
inQuest
ion(
4)90%sai
d(1)YES:
theuseofchi
l
drendoeshav
eal
ong-
ter
m ef
fect

ont
hev
iewer
sandcust
omer
s,i
nQuest
ion(
5)50%sai
dNO:
commer
cial
sleav
eagood

i
mpr
essi
onwi
tht
hepeopl
ewhoanswer
edandt
hei
rfr
iends,
inQuest
ion(
6)450%sai
d

HAPPY:
thei
mpr
essi
onst
hatt
heyt
ookf
rom ki
ds-
rel
atedcommer
cial
s,i
nQuest
ion(
7)

60%sai
d(1)bad:
oncommer
cial
snowaday
s,i
nQuest
ion(
8)60%sai
d(1)YES:
Chi
l
dren

shoul
dbei
ncl
udedi
ncommer
cial
s,i
nQuest
ion(
9)70%sai
dPARENTSar
ethemost

af
fect
ed,
andf
inal
l
yinQuest
ion(
10)70%sai
d(1)YES:
Cov
id-
19i
saf
act
ori
nhav
ing
 14
Chi
l
drenASMARKETI
NGTOOLS

chi
l
drengeti
nfect
ed.

Concl
usi
on

Weconcl
udei
nthi
sResear
cht
hatki
dsar
en’
tasef
fi
cienti
nter
msofbei
ngmar
ket
ing

t
ool
s.I
tisal
soknownt
hatunt
ilabout12y
ear
sofaget
heyhav
enotdev
elopedcr
it
ical

t
hinki
ngandt
her
efor
e,ar
emor
esuscept
ibl
etot
heappeal
ofcommer
cial
s.Thesear
e

someoft
hepoi
ntst
hatpr
ovet
hatki
dswon’
tbeabl
etobecomear
eli
abl
emar
ket
ing

t
ool
formar
ket
erst
ousewhenev
ert
heycanast
her
ear
emanymor
eal
ter
nat
ivest
hat

maket
hemar
ket
ingpr
ocessmor
efl
uidandmor
epur
posef
ul.

Ref
erenceLi
st:

 htt
ps:/
/medi
asmart
s.ca/di
git
al-
media-l
it
eracy
/medi
a-i
ssues/
mar
ket
ing-
consumer
ism/how-
mar ket
ers-
target
-ki
ds

YTVKi
2008  dsandTweensRepor
t,ki
ds 
i
nfl
uence:
 15
Chi
l
drenASMARKETI
NGTOOLS

 htt
ps:
//www.resear
chgat
e.net
/publ
i
cat
ion/
323847119_
Mar
ket
ing_
to_
Chi
l
dren
_Expl
ori
ng_
Ideas

Moni
caChaudhar
y,August2010
 ht
tps:
//www.
mar
ket
ingweek.
com/
mar
ket
ing-
to-
kids/

LucyTesser
as,
May2013