Marketing technique | Description |
---|---|
Child actors | Main characters in the advertisement are children (0–12 years), or have childlike voices |
Child products | A product that appeals to children due to the type/nature of product (e.g., candy, compartment snacks), its shape, colour and/or design |
Child-appealing characters | Cartoon characters, animals, or imaginary, fantasy, or virtual creatures |
Child language | The level of language is that commonly used by children or language is directed at children (e.g., “Hey Kids”) |
Child-appealing special effects | Lettering, colours, special effects, animation, music, songs or jingles that appeal to children |
Child themes | Child-appealing themes linked to fantasy, magic, mystery, suspense, adventure, or virtual worlds are featured |
Use of spokes-characters | E.g., brand-owned characters such as Tony the Tiger |
Parent-child situations | Situations that play on the parent-child relationship or other authority-based relationship (i.e., coach-child or teacher-child) |
Use of licensed characters | E.g., Dora the Explorer or Spiderman |
Cross-promotions | Cross-promotions to movies or television shows watched by children |
Child incentives | Free gifts including toys, books, collectibles aimed at children |
Teen actors | Youth (12–17 years) were prominently featured |
Teen language | E.g., “hey dude” |
Teen music | E.g., rap |
Teen themes | Themes based on adolescent activities or interests (e.g., socializing, school-related activities like dances, sports or extreme sports/risk-taking behavior, adolescent-directed humor, freedom, popular music/culture, video games) |
Teen incentives | E.g., gift card to movie theatre |
Teen humour | E.g., boy wiping out on a skateboard |
Contest/sweepstakes | Prizes are given away at no charge to the participants and there is a competition (not every consumer will win). |
Celebrity endorsements | E.g., musical groups, film stars, athletes, etc. |
Health claims | Health or nutrition claims |
Price promotions | Price related premiums or rebates (e.g., bonus offers, calls to action to encourage purchase) |
Call to action - online | Sending viewers online to access brand website, app, etc. |