Marketing to children: a planning framework

Marketing to children: a planning framework 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers: Insight and Ideas for Responsible Marketers Emerald Publishing

Loading next page...
 
/lp/emerald-publishing/marketing-to-children-a-planning-framework-AMCEvDQ3Ot
Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
1747-3616
DOI
10.1108/17473610910985991
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Young Consumers: Insight and Ideas for Responsible MarketersEmerald Publishing

Published: Aug 28, 2009

Keywords: Consumer marketing; Children (age groups); Business planning

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off