Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 10

What are your views on targeting products to kids (i.e., children between the ages of 4 and 12) Aside from your personal views, discuss the issue of targeting to children from two additional perspectives: first, that of a brand manager who is responsible for the profitability of a child-oriented product, and second, from the viewpoint of a regulatory agency or nonprofit group in charge of protecting children. Imagine what each of these parties might say about the practice of targeting products to children.