C/M/165. Marketing to Children

This paper explores the role of the child in the modern consumption in terms of rights and responsibilities, particularly focusing on the pester power purchasing trend. The paper also presents the profile of the children customers and their characteristics, including the type and the decision-making abilities. The author describes major implications of marketing communication, main Media and the current impact of technology on children's perceptions. Highlights the age matter in regards to ethical issue and identifies who is responsible for the children's development as consumers. Various examples are given to illustrate the nowadays concern of ethical advertising to children and the current situation in Sweden, where advertising has been completely abandoned.