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Kids And Advertising: (Ab)using The Most Vulnerable Target Group By Luka Radunovic, July 24, 2014How do big companies choose who to target in their marketing strategies? It looks like big companies with enormous marketing budgets, that spend a couple hundred million dollars on marketing every year, can freely handle that money and put it anywhere they want without any responsibilities. The results of a research that was done in 1944 in USA and that was repeated back in 1964, both times said that the grown-up research subjects used at least 23% of the products that they used when they were kids. According to the American Academy of Pediatrics (AAP), the average American child watches about four hours of television a day and sees more than 20.000 commercials each year, often for high-fat, high-sugar and high-salt snacks and foods. By the time children in USA finish high school, they have spent nearly twice as many hours in front of the TV than in the classroom (source: Advertising Educational Foundation).
Children markets can be reached in so many good, inspiring and funny ways and reaching out to them would be of a great value for the big companies because, by The Economist, children under 14 influenced as much as 47% of American household spending in 2005, amounting to more than 700 billion US dollars. Marketing experts understand what amount of money kids get to spend, what do they need, and what do they truly want. Internet segmentation that’s being done by implementation of the new TLDs is maybe a good way to protect children online.
They are trying to increase the competition and consumer choice on the internet and that’s something we should all strive to, especially because of the safety of our children and their future on the internet. I agree to Shutterstock's Website Terms, Privacy Policy, Licensing Terms and to receive emails that I can opt out of at any time. Flat style design vector illustration internet online geo gps map marketing targeting concept.
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We additionally take the surfing behavior of your target group into consideration and thus can increase the advertising effect. Predictive behavioral targeting – target group-specific advertising for more advertising effectivenessPredictive behavioral targeting or just behavioral targeting enables companies to increase the advertising impact and the target group quality considerably. The video below from on of RedEye’s experts tells business owners how to best render emails for mobile and why. RedEye offers an integrated service of web analytics, email marketing and website usability focusing on analyzing user behavior to increase online conversion and improve customer return on investment. Can Stock Photo has the royalty free illustration, line art drawing, EPS vector graphic, or stock clipart icon that you need.
What do they look for before making the final decision about who their true target group is?
The problem is that it really frightens me and I am seriously worried about the future of the most vulnerable target group among all of us – the children. As we get older, our advertising defense mechanism (our natural spam-filter for ads) becomes stronger and stronger, and that’s why companies target kids as soon as they become conscious about their social environment.
Products that are most likely to become a habit for children are ketchup, mayonnaise, tooth paste, coffee, pain relief pills, soap, perfume, makeup products, beer and cigarettes. Advertising to children is completely restricted in Great Britain, Greece, Belgium and Denmark, and in Sweden and Norway advertising to children under the age of 12 is illegal. All of this sounds even more serious when the recent evidence that some tobacco companies have specifically targeted teenagers between the age 13 and 15 for their marketing campaigns, has emerged.
Simple math says they spend approximately 1 million US dollars per hour to market products that are responsible for the death of about 1 in 10 adults worldwide every single year! Especially because before the age of 8, most kids can’t even tell the difference between movies and TV commercials or between the funny comic on the web and an online banner targeted for them. Kids influence market – how do kids affect the buying habits of the decision makers (their parents, grandparents etc.)? The goal of the new Top Level Domain program is to separate the internet into different niches to make it easier for internet users to get where they want to get when online.
Domain .ME, as a socially responsible company, supports its colleagues at nTLDs for all of the above reasons!
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Our Standard license allows you to use images for anything, except large print runs over 500,000+ or for merchandising. Once you have downloaded your image, you have life-long rights to use it under the terms of the license purchased. Our teams in the marketing research and the internet marketing consult you and organize predictive behavioral targeting online advertising campaigns with you. RedEye assists global companies specializing in the retail, insurance, travel, non-profit and financial services industries in growing their ecommerce business. Our designers and illustrators provide royalty free stock images, clip art, clipart graphics, and pictures for as little as 1 dollar. Of course, that vulnerability and the fact that children aren’t as ad resilient as adults is used in many wrong and unethical ways by the marketing experts (scary, right?).
In USA the Federal Trade Commission studied the issue of advertising to children in the 1970s but decided against restricting it. The biggest problem is not in how much money they (tobacco companies) spend on advertising to children, though. They don’t realize that their new Superman costume won’t make them climb the walls with their bare hands and that eating spinach won’t make them beat the crap out of bad guys. Due to a higher number of divorces and due to longer working hours of their parents nowadays, kids get a lot more home responsibilities and are in charge of buying a lot more products then they were before, so that’s also something companies pay close attention to.
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In the predictive behavioral targeting, the visitors of product sites on the internet are analyzed.
In general, companies’ main business goal is certainly to get as many loyal customers as possible and to make their customers their true fans (word “fan” derives from the word “fanatic”), but what do we need to know about all of that? Making children become your loyal customers is a business success that will last for a long, long time, even when they grow up.
For this, the data from the surfing habits of users are analyzed and combined with anonymous profiles.

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