Saturday, 1 May y Adv issues week5 Advertising to children -in the past adv industry considered children as consumers in training. but now they be- come valued consumers in their own right Adv often takes advantage of: -Pester Power: child's ability to inf I uence decision making -Guilt Factor: often both parents are working and can feel a sense of guilt that they are not spending enough time w/ their children -Closed Gap Factor: a trend w/ Baby Boomer parents is that they don't want their chil- dren to view them as boring -Technology Factir: "children are often the computer consultants for the whole family n have great impact on purchase decisions on that area" -Future Factor: Children have future spending power n advertisers would like to build brand loyalty Regulation -AANA Code for marketing n Advertising Communications to Children -this code is assigned to ensure that advertising n marketing communications directed at primarily Australian Children is conducted within prevailing community standards Stereotype -a belief that may be adopted abt specif i c types of individuals or certain ways of doing thingsbutthatbeliefmayormaynotaccuratelyreflectreality -the perception that every person who belongs to the group is a generic exemplum of a type rather than a unique individual - 1