Allison Loved Working with Children, So When She Found a Marketing

Multiple Choice

Allison loved working with children, so when she found a marketing job studying children's marketing behaviour she was ecstatic. What was difficult, however, was trying to explain how children would react to brand names to the marketing staff. What advice should Allison give her colleagues about selecting brand names for children's products?

A) Children under 12 will use the brand name only as a simple cue to identify the product.
B) Children under 12 will remember the cultural assumptions associated with the name without remembering the brand name itself.
C) Children under 12 are likely to think about brands on a symbolic level and therefore the brand name should represent something that indicates "growing- up"
D) Children under 12 are not likely to remember a brand name, so pictures are more important.
E) The brand name holds implications for a child under 12 years of age that can transfer to the product. For example, a child who is afraid of the dark will be afraid of a product if the word dark is in the brand name.