“The growth in children’s advertising has been driven by efforts to increase not just current, but also future, consumption. Hoping that nostalgic childhood memories of a brand will lead to a lifetime of purchases, companies now plan ‘cradle-to-grave’ advertising strategies”.

According to the opening extract an increase in children’s advertising is a targeted aim by manufacturers to entice the young consumer and instil in them a lifetime of brand loyalty, but what is brand loyalty and why is it important.

It is important because it costs more to advertise to a new customer than it does to keep an old one, but brand loyalty is when a consumer is unenthusiastic to change from their spending habits of a favoured good or service, but isn’t this what all companies aspire too, no matter who the market is aimed at! It’s all big business and it’s a very competitive market out there.

Child advertising is defiantly on th

Brand companies will continue to use cradle to grave marketing campaigns aimed at children as long as children will then want those brands and the ‘stardom’ that comes with it. If these forms of advertising are destroying children’s childhood and lifestyles, then only parents who pay for these brands will be able to stop it.

Branding can be viewed as oligopoly. Oligopoly is a market in which there are only a few firms, each of these firms sell similar products such as trainers and because there are very few brand manufacturers, there maybe major entry barriers into this market so that they can secure their firms supernormal profits, they will have to take into account any reactions to price and output changes of rival manufacturers.

Some topics in this essay:
Camel Camel, Kids Gap, Steel Barbie, Grimes July, P1 Recent, Lambert’s McNeal’s, Citv Carlton, Eric Schlosser, Brand-Conscious Babies, , children’s advertising, brand loyalty, cradle grave, digest 1990 p1, digest 1990, 2002 p1, 1990 p1, peer pressure, et al, eric digest, form media, eric digest 1990, al 2002 p1, et al 2002, children watch watch,