Marketing to children: a planning framework

Abstract

Purpose

This paper seeks to identify the focus areas for marketing strategies targeting children.

Design/methodology/approach

The paper integrates and structures key insights from existing research on children's influence and roles in decision making and postulates a planning framework for marketing to children. Current marketing examples are cited to illustrate and support the framework.

Findings

The PPP planning framework developed here highlights what should be the direction and focus of marketing strategies, given the level of interest and influence of children in a particular brand/category.

Research limitations/implications

The framework postulated is conceptual and has not been tested empirically.

Practical implications

The paper seeks to help marketers tailor their strategies to create maximum impact in the children's segment.

Originality/value

The paper presents an integrated perspective incorporating both the interest and the influence levels of children and develops a practical planning tool that can be leveraged by marketers.

Citation

Walia Sharma, R. and Dasgupta, P. (2009), "Marketing to children: a planning framework", Young Consumers, Vol. 10 No. 3, pp. 180-187. https://doi.org/10.1108/17473610910985991