By Marcia Amidon Lüsted
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Extra resources for Advertising to Children
They Building Bears talk about and sample products as One of the most successful well as complete surveys about their retail chains aimed at kids is the Build-A-Bear Workopinions and buying habits. With shop. Customers create their own unique stuffed such enormous spending power, bears. The stores are the wants, needs, and preferences of based on tweens and their desire for self-expression. kids and teens are taken seriously. According to Martin Lindstrom‘s BRANDchild, More than ever, being a child no the stores succeed belonger means being powerless and cause they meet tweens’ values: “let me express voiceless in advertising.
The government must the accuracy of show that it would serve the public interest to restrict that particular commercial speech. It advertising claims must show that the restriction directly advances than children the interests of the public. And finally, it must show that the restriction is needed to achieve a were 30 years certain public benefit or purpose. • 58 • Advertising toChildren ago. An advertising employee with Interacting Brands the Nickelodeon television channel Advertisers who promote states, “[K]ids have a kind of truth their brands with tweens and teens no longer conmeter.
Because the followers comprise a major portion Product Placement of kids, it is important for marketers Pop-ups? to reach them. Filmmakers are required to disclose to their audiThe reflexives are those who are ence that paid product on the outside of the popular groups placements are visible in their movie. Because and are likely to remain there even these announcements are usually listed in the credthough they try to be socially accepted its and easily overlooked, and popular. They, too, do not have some consumer commercial-alerting organizations a lot of self-esteem.
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