Over 10 billion dollars is spent on fast food advertising to children annually in numerous fashions. The majority of these ads are for food and drink that is high in fat, sugar, calories, salt and low in nutrients. That’s not as much advertising itself as much as it is a technology used to entice our children to want their product. The most obvious media venue is commercial television. Marketing experts know how to get into the crib head and how to get the most wanted response. They know that children can and do influence their parents when it comes to buying food.
average children see over 40,000 ads a year, most are candies, cereals, toys and fast food. Fast food advertising to children is not only limited to fast food. If it’s fast and it’s food, it is fast food. Fair to say that fast food advertising is big business. In addition to trying to pull the children from television viewing is a daunting task especially since many kids have televisions in their bedrooms. The methods used for advertising within the norm for advertising. Companies spend money to get their product on what should be their target audience. In other words, you’d be hard pressed to find an ad about 60 minutes for Cocoa Krispies just as you’d be hard pressed to find an ad for Nickelodeon channel for TDWaterhouse.
Today’s children have more purchasing power, they are the consumers of tomorrow, and because they do influence their parents on buying it opens a whole new audience for marketers. Children are much more vocal than they used to be and they are not afraid to speak up when they want something. Advertisers call this Pester Power. I call it nagging. In other words, kids are not afraid to kick and scream to get their parents to buy something. Fast food advertising to children is all about Pester Power and marketers rely on children to nag their parents rather than the market to the parents directly. They know that marketing to children will net better results. Market break Pester Power down into 2 categories. Persistence nagging and nagging importance. Persistence nagging is begging repeatedly. Importance nagging, on the other hand, it is the market rely on. This is all about providing their children and the guilt that comes with not being sufficiently available for their children. There are many techniques that are used in fast food advertising to children, such as toys with meals and Monopoly game pieces. Fast food companies will argue that this is to offer a pleasant visit to their store for their parents, but in fact it is baiting children desire fast.
Internet and viral marketing
Fast food advertising to children is not only limited to television. Internet; that is efficient and viral marketing has also become advertising platforms. Internet marketers know how children use the Internet and how popular sites like MySpace and Facebook are. They also know that children love to click on links. If it says click here – they do. Many websites offer free ring tones and music downloads. To get the freebie e-mail address is required, and the cross promotion campaigns begin to create fast food advertising to children on e-mail marketing.
We can not stop fast food advertising to children, but we can control the television viewing time. Less time watching television and family could reduce pestering for fast and create a more nutritious and healthy family environment.