By Marcia Amidon Lüsted
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3 Connecting food to television shows and even holidays is another method of enticing kids to either buy it or ask for it. Many products come in special versions with cartoon characters from shows that attract children and make them want • 46 • Advertising toChildren the product. Movie characters appear on boxes of cereal and special editions of soda to attract younger purchasers. Special foods tied to holidays also get attention from kids, such as Oreos with orange filling for Halloween or cereal with special marshmallow shapes or red- and green-colored pieces for Christmas.
But the role of marketing is to create and maintain brands filling a whole variety of needs. 2 Marketers believe that kids deserve product design and advertising specifically intended to meet their needs. This gives them a voice and makes their role in the economy an accepted and important one. With this type of empowerment in the marketplace, kids feel that they can control part of their world as well. 3 • 56 • Advertising toChildren By having a strong voice, young buyers also participate in product development.
Sodas and snacks were Pizza and Books Pizza Hut’s Book It proavailable as an alternative to healthier gram is an example of cafeteria foods. Soda companies such how advertisers use school as Coca-Cola and Pepsi competed for curricula to promote their products. When called pouring contracts. A school they accumulate a certain amount of time, they earn would receive money in exchange for a free personal pan pizza. Teachers receive materian exclusive contract to place that als from Pizza Hut that particular soda company’s vending promote the program and the company’s products.
Advertising to Children by Marcia Amidon Lüsted