This is an interesting topic as we all know children want everything and as parents we want to provide for our children. Sometimes heart-strings are pulled when we feel our decision to say NO, might have a negative effect on our children. Well listen up parents, it is so OK to say NO, because I recently did some digging for a project I am working on and I found some interesting reading – we are just pawns in the consumer driven world we find ourselves. And if you have children, then they too are used as ammunition to weaken our defenses and our purse strings…with the end goal of purchasing the product!
There is a marketing term called Pester Power! Now come on, we have all experienced the temper tantrums in the super market. The annoying way shops place very exciting and expensive toys, right under our children’s noses!! But this is all part of a military run plan and the executives at the top, know exactly what buttons to push.
“We’re relying on the kid to pester the mom to buy the product, rather than going straight to the mom.”
Barbara A. Martino, Advertising Executive
Click on this link to find a two page read that will save you time, money and of course the embarrassing temper tantrums. HERE
Marketers plant the seeds of brand recognition in very young children, in the hopes that the seeds will grow into lifetime relationships. According to the Center for a New American Dream, babies as young as six months of age can form mental images of corporate logos and mascots. Brand loyalties can be established as early as age two, and by the time children head off to school most can recognize hundreds of brand logos.
While fast food, toy and clothing companies have been cultivating brand recognition in children for years, adult-oriented businesses such as banks and automakers are now getting in on the act.
It’s time to act and learn before the Christmas (don’t say the word, summer is not over) advertising/marketing assault begins. Stand firm parents, and note it will not be the cause of any negative implications for your darling children – you will be doing them a favour and saving them money when they have a family as they too will say NO to marketing and buying too many toys.