Purpose – This paper seeks to identify the focus areas for marketing strategies targeting children. Design/methodology/approach – The paper integrates and structures key insights from existing research on children's influence and roles in decision making and postulates a planning framework for marketing to children. Current marketing examples are cited to illustrate and support the framework. Findings – The PPP planning framework developed here highlights what should be the direction and focus of marketing strategies, given the level of interest and influence of children in a particular brand/category. Research limitations/implications – The framework postulated is conceptual and has not been tested empirically. Practical implications – The paper seeks to help marketers tailor their strategies to create maximum impact in the children's segment. Originality/value – The paper presents an integrated perspective incorporating both the interest and the influence levels of children and develops a practical planning tool that can be leveraged by marketers.
Young Consumers: Insight and Ideas for Responsible Marketers – Emerald Publishing
Published: Aug 28, 2009
Keywords: Consumer marketing; Children (age groups); Business planning
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