What is it about?
This paper proposes a planning framework based on interest/involvement of children and their influence in purchase decisions.
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Why is it important?
Direct as well as indirect marketing to children is on the rise with marketers targeting children even for adult/ household goods. Therefore it is important to understand what will make marketing strategies effective in such cases.
Perspectives
Marketers need to tailor their strategies targeting children depending on the product category and its role in the child's mind/life.
Dr Ruppal Walia Sharma
S P Jain Institute of Management and Research
Read the Original
This page is a summary of: Marketing to children: a planning framework, International Journal of Advertising and Marketing to Children, August 2009, Emerald,
DOI: 10.1108/17473610910985991.
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