The Economic and the Strategic Significance of Advertising to Children
Children and adolescents have been addressed by manufacturers as a major market niche that has been previously untapped: While children and young adolescents (defined hereafter as children between the ages of one and twelve) do not generally have their own source of income, manufacturers have become aware of the influence that children have upon the buying power of their parents. In addition, children have a greater source of personal revenue (from allowances, gifts, and so on) than at any other time in history. These forces have combined to make children an acceptable - and lucrative - target audience for advertisers and manufacturers alike. This paper addresses the economic and the strategic significance of advertising to children.
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