Impact of Pester Power on AdvertisingEssay Preview: Impact of Pester Power on AdvertisingReport this essayIMPACT OF PESTER POWER ON ADVERTISINGABSTRACTThis Paper touches upon a sensitive issue of rising consumerism in children owing to the flood of new TV programming presents gleaming images of a consumer culture at odds with the realities of most Indian children. Advertisers in India are frankly preparing children to become dutiful consumers in a society riddled not just with economic problems but also with social and cultural patterns that defy the entry of modern gadgets such as washing machines. There are several ads that could be detrimental to children either because they encourage them to act in an unsafe manner or because they propound questionable values. Some also misrepresent information. The second issue that the paper addresses is premature brand learning that plays an important role in future brand selection behavior. The third issue addresses the childrens culture, which is over dominated by technologically mediated entertainment and advertising.
Indeed, in their culture advertising and entertainment are converging. This hybridization is happening in a variety of ways. These include cross-selling and licensed merchandising, program length commercials, product placement and the production of advertisements as entertainment in their own right.
Product placement is also growing as marketers introduce brands into the sets and increasingly the scripts of childrens films. Like program length commercials, product placement is a covert form of advertising which promotes brand awareness and loyalty.
INTRODUCTIONThe world belongs to kids. Kids today mean business. Marketing to kids may be your passport to growth. Companies are using this segment to rake in profits. Kids have a firmer grip over the society than what their parents ever had. Not only are they consumers in their own right, they also have a major influence over the familys purchasing power. “Kidfluence” is the direct or indirect influence kids have over family household purchases. Indirect influence means that the kids preferences are given consideration when parents make a purchase decision. The major driving force behind this sweeping change is the Advertising. Advertising has changed the way kids learn, react and behave to a large extent. On the television, too, only 18 percent of the total viewing is of the kids channels, while 80 percent still continues to be general viewing. One can imagine the vast untapped potential that lies hitherto.
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