This preview shows page 1. Sign up to view the full content.
Unformatted text preview: companies, oil companies, and automobile
companies, as well as clothing stores and restaurant chains. The explosion in children’s advertising occurred during the 1980s. Many working
parents, feeling guilty about spending less time with their kids, started spending more money on them. One marketing expert has called the
1980s “the decade of the child consumer.” After largely ignoring children for years, Madison Avenue began to scrutinize and pursue them.
Major ad agencies now have children’s divisions, and a variety of marketing firms focus solely on kids. These groups tend to have sweetsounding names: Small Talk, Kid Connection, Kid2Kid, the Gepetto Group, Just Kids, Inc. At least three industry publications — Youth Market
Alert, Selling to Kids, and Marketing to Kids Report — cover the latest ad campaigns and market research. The growth in children’s
advertising has been driven by efforts to increase not just current, but also future, consumption. Hoping that nostalgic childhood memories of
a brand will lead to a lifetime of purchases, compa...
View Full Document
- Spring '08