首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
How Marketers Target Kids A) Kids represent an important demographic to marketers because they have their own purchasing po
How Marketers Target Kids A) Kids represent an important demographic to marketers because they have their own purchasing po
admin
2022-08-27
14
问题
How Marketers Target Kids
A) Kids represent an important demographic to marketers because they have their own purchasing power, they influence their parents’ buying decisions and they are the adult consumers of the future. Industry spending on advertising to children has exploded in the past decade, increasing from a mere $100 million in 1990 to more than $2 billion in 2000.
B) Parents today are willing to buy more for their kids because trends such as smaller family size, dual incomes and postponing children until later in life mean that families have more disposable income. As well, guilt can play a role in spending decisions as time-stressed parents substitute material goods for time spent with their kids. Here are some of the strategies marketers employ to target kids:
Pester (纠缠) Power
C) Today’s kids have more autonomy and decision-making power within the family than in previous generations, so it follows that kids are vocal about what they want their parents to buy. "Pester power" refers to children’s ability to nag their parents into purchasing items they may not otherwise buy. Marketing to children is all about creating pester power, because advertisers know what a powerful force it can be.
D) According to the 2001 marketing industry book Kidfluence, pestering or nagging can be divided into two categories— "persistence" and "importance". Persistence nagging (a plea, that is repeated over and over again) is not as effective as the more sophisticated "importance nagging". This latter method appeals to parents’ desire to provide the best for their children, and plays on any guilt they may have about not having enough time for their kids.
The Marriage of Psychology and Marketing
E) To effectively market to children, advertisers need to know what makes kids tick. With the help of well-paid researchers and psychologists, advertisers now have access to in-depth knowledge about children’s developmental, emotional and social needs at different ages. Using research that analyzes children’s behaviour, fantasy lives, art work, even their dreams, companies are able to craft sophisticated marketing strategies to reach young people.
F) The issue of using child psychologists to help marketers target kids gained widespread public attention in 1999, when a group of U.S. mental health professionals issued a public letter to the American Psychological Association (APA) urging them to declare the practice unethical. The APA is currently studying the issue.
Building Brand Name Loyalty
G) Canadian author Naomi Klein tracks the birth of "brand" marketing in her 2000 book No Logo. According to Klein, the mid-1980s saw the birth of a new kind of corporation—Nike, Calvin Klein, Tommy Hilfiger, to name a few—which changed their primary corporate focus from producing products to creating an image for their brand name. By moving their manufacturing operations to countries with cheap labour, they freed up money to create their powerful marketing messages. It has been a tremendously profitable formula, and has led to the creation of some of the most wealthy and powerful multi-national corporations the world has seen.
H) Marketers plant the seeds of brand recognition in very young children, in the hopes that the seeds will grow into lifetime relationships. According to the Center for a New American Dream, babies as young as six months of age can form mental images of corporate logos and mascots. Brand loyalties can be established as early as age two, and by the time children head off to school most can recognize hundreds of brand logos. While fast food, toy and clothing companies have been cultivating brand recognition in children for years, adult-oriented businesses such as banks and automakers are now getting in on the act.
Buzz or Street Marketing
I) The challenge for marketers is to cut through the intense advertising clutter (杂乱) in young people’s lives. Many companies are using "buzz marketing" —a new twist on the tried-and-true "word of mouth" method. The idea is to find the coolest kids in a community and have them use or wear your product in order to create a buzz around it. Buzz, or "street marketing", as it’s also called, can help a company to successfully connect with the elusive (难找的) teen market by using trendsetters to give them products "cool" status.
J) Buzz marketing is particularly well-suited to the Internet, where young "Net promoters" use chat rooms and blogs to spread the word about music, clothes and other products among unsuspecting users.
Commercialization in Education
K) School used to be a place where children were protected from the advertising and consumer messages that permeated their world—but not anymore. Budget shortfalls (亏空,差额) are forcing school boards to allow corporations access to students in exchange for badly needed cash, computers and educational materials.
L) Corporations realize the power of the school environment for promoting their name and products. A school setting delivers a captive youth audience and implies the endorsement of teachers and the educational system. Marketers are eagerly exploiting this medium in a number of ways, including: 1) sponsored educational materials; 2) supplying schools with technology in exchange for high company visibility; 3) advertising posted in classrooms, school buses, on computers in exchange for funds; 4) contests and incentive programs: for example, the Pizza Hut reading incentives program in which children receive certificates for free pizza if they achieve a monthly reading goal; 5) sponsoring school events.
The Internet
M) The Internet is an extremely desirable medium for marketers wanting to target children. It’s part of youth culture. This generation of young people is growing up with the Internet as a daily and routine part of their lives. Kids are often online alone, without parental supervision. Unlike broadcasting media, which have codes regarding advertising to kids, the Internet is unregulated. Sophisticated technologies make it easy to collect information from young people for marketing research, and to target individual children with personalized advertising.
Marketing Adult Entertainment to Kids
N) Children are often aware of and want to see entertainment meant for older audiences because it is actively marketed to them. In a report released in 2000, the U.S. Federal Trade Commission (FTC) revealed how the movie, music and video games industries routinely market violent entertainment to young children.
O) The FTC studied 44 films rated "Restricted", and discovered that 80 per cent were targeted to children under 17. Marketing plans including TV commercials run during hours when young viewers were most likely to be watching. The FTC report also highlighted the fact that toys based on characters from mature entertainment are often marketed to young children. Mature rated video games are advertised in youth magazines; and toys based on "Restricted" movies and M-rated video games are marketed to children as young as four.
A group of U.S. mental health professionals think that it is unethical to use child psychologists to help marketers target kids.
选项
答案
F
解析
注意抓住题干中的关键词U. S. mental health professionals,unethical和psychologists。文章段落中,提到美国心理健康专家小组的内容在F出现,该段第一句提到,一个美国心理健康专家小组发表了一封给美国心理学会(APA)的公开信,要求他们宣布那种让儿童心理学家帮助定位儿童需求的做法是不道德的。题干与原文相符。
转载请注明原文地址:https://kaotiyun.com/show/ezvD777K
0
大学英语六级
相关试题推荐
WhatcanbesaidaboutthereportbytheNationalAcademyofSciences?
Fordecades,postersdepictingrabbitswithinflamed,reddenedeyessymbolizedcampaignsagainstthetestingofcosmeticsonani
Culturalglobalization,formany,meansWesternizationorAmericanization.Animportantdistinctionconcerningtoday’scultural
Itisnotpolitetoarriveatadinnerpartymorethan15to20minuteslate.Thehostorhostessusuallywaitsforallthegues
Inordertolearnaforeignlanguagewell,itisnecessarytoovercomethefearofmakingmistakes.Iftheprimarygoaloflangu
Manytheoristsbelievethatmeasurestopreventindustrialpollutionnecessarilyincreaseproductioncosts,butseveralrecentr
Thestorylinesofsilentdramasmayoftenhavebeen________,yetwithinthosebasicnarrativeoutlines,thetrueartistsamong
Somepeoplesaylovemakestheworldgoaround.Otherssayitisnotlove;it’smoney.Sincethetruthisthatitisenergytha
ThecultureoftheUnitedStatesisaWesterncultureoriginallyinfluencedbyEuropeancultures.Ithasbeendevelopedsincel
SomepeopleintheUShaveassertedthatforgivingstudentloandebtisonewaytostimulatetheeconomyandgiveassistanceto
随机试题
患者,男,51岁。下痢时发时止,日久不愈,发时便下脓血,里急后重,腹部疼痛,饮食减少,倦怠怕冷,舌淡苔腻,脉虚数。最佳治疗方剂是
《建筑法》规定,施工现场对毗邻的建筑物、构筑物和特殊作业环境可能造成损害的,建筑施工企业应当采取安全防护措施。()
取得一级资质的房地产估价机构应从事房地产估价活动连续()年以上。
城市环境容量是对城市建设发展规模以及人们在城市中各项活动的状况提出的()。
个人外汇买卖业务多本着钞变钞、汇变汇的原则。下列说法不正确的是()。
在督察工作中,督察机构认为公安机关的人民警察违反纪律需要()的,应由督察机构作出决定,报本级公安机关督察长批准后执行。
近代中国思想界的“西学东渐”经历了一个由理论到实践、由照抄照搬到与中国实际情况相结合的发展历程。下面体现这两个步骤的标志性事件分别是:
魏某系个体经营者。从2004年3月开始,魏某租用某市轻纺市场的房屋一栋,为袜子生产者进行袜子包装兼作生活用房。2004年5月的一天,该市工商局所属市场工商所工作人员来魏某处检查,认为魏某无营业执照违法经营,责令到工商所申办营业执照。魏某认为自己只负责包装袜
要计算x的平方根并放入变量y,正确的语句是
Inrecentyearsmoreandmorecompanieshaveinvolvedinthetideofincorporatingdownsizingthroughouttheworld.Downsizingi
最新回复
(
0
)