FRI-16.203-1-ID-06
FEATURES OF ADVERTISING FOR CHILDREN
Abstract
Studying the characteristics of target groups is the A and B not only for marketers, but also for advertisers. The answer to the questions "To whom will we advertise?", "Who is the one to whom we are addressing the advertising message?", as part of the 7's of advertising communication, is decisive for building the advertising communication strategy. The task of advertising is to achieve maximum matching of the market segment with the target audience. The socio-psychological characteristics of the user group are studied. And going into detail regarding the profile of the members of a given audience goes a long way in providing the desired final communication effect.
In addition to the general characteristics of the users, there are those that are characteristic of the individuals of the individual target groups. In practice, what applies to a target group of consumers and has a strong influence, ie. a strong motive in liking the advertisement and, accordingly, in choosing the product, may turn out to be marginal - side, unimportant and insignificant for another group of consumers. One such, specific, audience is children.
Children's audiences are a courted audience for advertising for other reasons as well. Its particular characteristics and needs are valuable to advertisers who have begun to exploit it as part of the need to make likeable ads for all target groups. For example a study shows that ads featuring children are some of the most liked, especially for adults - parents, grandparents, etc.
However, what should always be kept in mind is that the children's audience is special because of the ethical and legal restrictions that advertising specialists must comply with. Children's brains are the ideal soil in which advertisements sow their everyday messages and which can influence the construction of an idea of the surrounding reality. Therefore, it is an occasion for advertising specialists to be highly responsible in the planned advertising campaigns with the participation of children and for children.
In addition to the general characteristics of the users, there are those that are characteristic of the individuals of the individual target groups. In practice, what applies to a target group of consumers and has a strong influence, ie. a strong motive in liking the advertisement and, accordingly, in choosing the product, may turn out to be marginal - side, unimportant and insignificant for another group of consumers. One such, specific, audience is children.
Children's audiences are a courted audience for advertising for other reasons as well. Its particular characteristics and needs are valuable to advertisers who have begun to exploit it as part of the need to make likeable ads for all target groups. For example a study shows that ads featuring children are some of the most liked, especially for adults - parents, grandparents, etc.
However, what should always be kept in mind is that the children's audience is special because of the ethical and legal restrictions that advertising specialists must comply with. Children's brains are the ideal soil in which advertisements sow their everyday messages and which can influence the construction of an idea of the surrounding reality. Therefore, it is an occasion for advertising specialists to be highly responsible in the planned advertising campaigns with the participation of children and for children.
Keywords
advertising, audience, children's audience, communication skills, examples
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