Conclusion
Marketing to children and adolescents is a
way of life in the United States. Children
have both their own disposable income and
influence over what their parents buy, and
marketers attempt to determine how those
dollars are spent. Television now reaps most
of the advertising dollars, but newer technologies
are providing new ways for marketers to
reach children. Marketing practices such as
repetition, branded environments, and free
prizes are effective in attracting children’s
attention, making products stay in their memory,
and influencing their purchasing choices.
Immature cognitive development, however,
Children as Consumers: Advertising and Marketing
VOL. 18 / NO. 1 / SPRING 2008 225
limits the ability of children younger than
eight to understand the persuasive intent of
commercials. Thus, public policy regulates
how advertisers can interact with children via
television. Online environments are now and
probably always will be less heavily regulated
than more traditional media. Although marketing
and advertising fuel the U.S. economy,
the cost of that economic success requires
considerable scrutiny
ConclusionMarketing to children and adolescents is away of life in the United States. Childrenhave both their own disposable income andinfluence over what their parents buy, andmarketers attempt to determine how thosedollars are spent. Television now reaps mostof the advertising dollars, but newer technologiesare providing new ways for marketers toreach children. Marketing practices such asrepetition, branded environments, and freeprizes are effective in attracting children’sattention, making products stay in their memory,and influencing their purchasing choices.Immature cognitive development, however, Children as Consumers: Advertising and MarketingVOL. 18 / NO. 1 / SPRING 2008 225limits the ability of children younger thaneight to understand the persuasive intent ofcommercials. Thus, public policy regulateshow advertisers can interact with children viatelevision. Online environments are now andprobably always will be less heavily regulatedthan more traditional media. Although marketingand advertising fuel the U.S. economy,the cost of that economic success requiresconsiderable scrutiny
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