By Marcia Amidon Lüsted

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3 • 56 • Advertising toChildren By having a strong voice, young buyers also participate in product development. This allows them a say in creating the kinds of products that best meet their needs. With so much attention focused on their opinions, kids become actively involved in promoting or rejecting products that are targeted to them. This kind of consumer power also helps the market adjust to what kids actually want or need. Consumers in Training In the United States, children are consumers in training.

Kids would receive toys based on movie characters. This generated advertising for the movie and brought kids to the restaurants to get those toys, which usually changed every week for several months. • 49 • Essential Viewpoints Again, the collecting instinct made kids want to obtain the entire set of characters. Marketing Food at School One type of advertising occurs where kids spend a large portion of their day: school. Food in schools was once limited Coca-Cola Controversy to just what was In 1998, a high school senior named Mike available in the Cameron was suspended for wearing a Pepsi school cafeteria.

1 • 31 • Essential Viewpoints Marketers know that persuaders will make a trend popular. Persuaders are those who are seen as cool and who pick up new trends the fastest. Persuaders are not as rebellious as the edges, and other kids are more likely to follow their lead. Concerned with their appearance, persuaders always want to look good. When a persuader decides to wear a certain type of clothing or buys a particular product, others who want to be cool and popular will do the same. Persuaders are who the less popular kids want to be.

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