Contemporary Advertising 14th Edition by William Arens ,Michael Weigold ,Christian Arens

تمرين 3

Imagine you are abrand manager looking to uncover opportunities with anew target market. What is the youngest age group you would consider from the perspective of effectiveness How about from the perspective of ethics?
Would you consider marketing to infants or children under 3 Seem too young Not to Disney or agrowing number of other marketers. The following story was reported in Adweek :
Jenny Gill was in [the] hospital earlier this year for the birth of her son, Jack, when aphotographer stopped by to take snapshots of the mother and newborn. The practice is common in hospitals, but what the photographer did next surprised Gill. "In the middle of taking the pictures, she pulls out this cutely wrapped onesie and says, 'Oh, here's a free Disney onesie. We'll just need your email address,'" Gill recalls. "It weirded me out. I just gave birth, please lay off with the Disney already!"
Disney wasn't marketing to Jenny, but to her baby The idea is to make logos and brand characters visible to young children, even infants, to establish the brand as early as possible.
But why What benefits come from imprinting brands on consumers who can't read, talk, or use acredit card Adweek suggests several:
Young children can recognize brands at an early age, and do form early brand preferences.
Families are more attentive to product preferences of young children.
Brand loyalty with very young kids can last a(very long) lifetime.
And Disney's efforts don't stop with onesies. The company has developed an extensive line of "baby apps" for phones and tablets. And if you think pretoddlers are too young to use apps, think again. One child advocacy organization estimates that 14 percent of kids under 2 spend at least a couple of hours aday with digital media. It seems Mom and Dad are increasingly likely to reach for amobile phone instead of apacifier when the little one gets cranky.
Companies have long been sensitive to criticisms about marketing to kids, even ones much older than infants, if, for no other reason, to prevent the FCC from strengthening its already stringent guidelines for television ads in children's programming. Some familiar complaints about kid-centered ads include kids are too young to evaluate product claims or understand an ad's purpose and ads encourage kids to influence family consumption decisions, often in unhealthy ways. Defenders of the practice say families should teach children about what ads are and about buying decisions. Dr. Susan Linn doesn't agree: "It's unfair and naïve to expect that parents, on their own, are going to be able to do a great job of coping with this... they need help from the government."
When dealing with the youngest consumers, those under 3, even many defenses of the practice of kid-focused marketing seem weak or irrelevant. For example, some point out that older children, say those aged 7 to 14, would have little media content directed to them without ad-sponsored shows. But should a 2-year-old ever find him- or herself in the target audience of a product?
From an ethical perspective, who are the stakeholders in this situation, and what values or conception of what is right is important to consider Are the concerns about very young children more important than those of others?