Most professionals who work in youth-related fields feel it is appropriate to begin marketing to children at age 7, according to results from Harris Interactive/Kid Power Poll of Youth Marketers. This is before they can view advertising critically (age 9.1), effectively separate fantasy from reality in media and advertising (age 9.3) and make intelligent choices as consumers (age 11.7), critics said.
Findings showed that 91% of respondents said today’s youth are more powerful consumers than young people were 10 to 15 years ago, and 91% said children are marketed to in ways that they don’t even notice. Interestingly, 61% of surveyors agree that advertising to children begins at too young an age. However, most feel they treat young people and their parents with respect, and 74% feel that the positive impact their organization has on children far outweighs any negatives.
More info: www.harrisinteractive.com/news/newsletters_k12.asp.