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Marketing Minoriti

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Targeting children and/or minorities is exploitative

MacMillan Dictionary explains meaning of the word ‘’exploitative’’ as ‘’treating people unfairly in order to get some benefit for yourself’’.
Marketing targeted at children is not anything new; businesses have always targeted children as part of their demographic market segmentation. What perhaps has changed is how companies do it and what media they use to get through to children.
Most brands target specific age groups. Very often advertisements which are directed at children are using stealth marketing techniques (Shakeel and Khan, 2011, 3) which are integrated into games or online films. Many websites sell also their own merchandise. Companies offer collectable toys which are based on movie characters and fast foods offer toys together with a meal purchase. According to Calvert (2008, 225) children younger than eight do not posess cognitive skills to understand the intent of the advertisement which is directed at them and have troubles distinguishing between movie characters and characters in the advertisement. However, according to Beder (1998, 105) by the age of eight most children make their own buying decisions.
The reason for companies targeting children is quite obvious - it is the size of the market and value of children as customers. According to marketing expert James U. McNeal, PhD, author of "The Kids Market: Myths and Realities" (1999, 220), US children under 12 already spend a massive $28 billion a year. This has mainly been driven by an increase in their discretionary income. Teenagers spend even more - over $100 billion a year. Children also influence another $249 billion spent by their parents. Family is one of the social factors influencing customer behaviour and research shows that children those days have huge influence on parents’ decisions about buying products (Kotler 2009, 165). The

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