TY - JOUR AB - 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. VL - 10 IS - 3 SN - 1747-3616 DO - 10.1108/17473610910985991 UR - https://doi.org/10.1108/17473610910985991 AU - Walia Sharma Ruppal AU - Dasgupta Pinaki PY - 2009 Y1 - 2009/01/01 TI - Marketing to children: a planning framework T2 - Young Consumers PB - Emerald Group Publishing Limited SP - 180 EP - 187 Y2 - 2024/09/19 ER -