There are many rules governing what brands can do when it comes to reaching specific and ‘sensitive’ audiences. You cannot say anything when advertising for drugs and you cannot say anything in advertising. In fact, the latest regulations are trying to do away with those messages from food products that promise great health benefits but are not really something that can be proven. Nor can you say or do anything when advertising to children or in a time or setting where a child can receive the messages. Thus, the protected schedule prevents certain brands from launching their messages and regulations are Ukraine Phone Number List eliminating things that could send confusing messages about what is consumed. That chocolate cigarettes disappeared from candy stores was marked only by the fact that a standard made them unsuitable for children, since it sold them the wrong idea about what was and what was not good.

One can then fall into the temptation to think that children are on the fringes of brands and that they are a foreign land for advertising messages, or at least that they are in a highly controlled environment. However, brands are well aware of the power of children. First, they are consumers by themselves of long lists of products that are only consumed in childhood, as evidenced by sitting down to watch an advertising break on any television when the day of Kings approaches. Second, children are increasingly important as purchasing prescribers and their opinions are highly taken into account when making purchasing decisions in the family. Children have become the epicenter of family spending. And third, children are children now but will be adults tomorrow and become tomorrow’s big buyers, which makes their opinions even more important.

Reaching children is something that brands work on and strive for, either through special messages for them or in a more generic way. You just have to think about the latest move Google has made in its online strategy, creating a service just for children. The children’s version of YouTube was born, as its creators explained, because parents wanted a safe environment for children in which inappropriate content was not available. To this should be added later that brands also used (and use) this platform and that, although the company has established certain controls to make advertising less ‘disturbing’, it is still a way of reaching the market.

Children perceive and know brandsChildren know brands and have preferences. The relationship with them also begins very early. In fact, it could even start in the womb, as Martin Lindstrom tells us in How the consumer is manipulated. A shopping mall had accidentally discovered that children responded to the stimuli that they had served when their mothers were pregnant: using certain music that their mothers had listened to during pregnancy and using the same range of scents that they had used then made the babies be calmer. Babies liked that mall better and felt more comfortable.

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