Advertising to Children

The Complexities of Targeting Two Audiences

Marketing to children presents a unique and ethically charged challenge. Unlike many other segments, advertising aimed at kids often targets two audiences simultaneously: the child, who is drawn to the fun and excitement of the product, and the parent, who holds the purchasing power.

This dynamic requires a nuanced approach to targeting, messaging, and positioning.

The Marketing Made Clear Podcast

This article features content from the Marketing Made Clear podcast. You can listen along to this episode on Spotify:

The Dual-Audience Dilemma: Kids and Parents

When marketing to children, advertisers aren’t just speaking to the end-user (the child). They’re also addressing the gatekeeper (the parent). This two-pronged strategy involves creating demand through what’s often referred to as “pester power” a child’s persistent request for a product after being exposed to advertising.

But to successfully convert this demand into a sale, marketers must also appeal to parents, often positioning the same product in a way that aligns with parental values, such as educational benefits or safety.

A Tale of Two Messages

Messaging to each audience will rarely be the same to both audiences. For example:

• To the Child: “This toy is super fun and lets you build your own magical kingdom!”
• To the Parent: “This toy enhances problem-solving skills and encourages creativity in your child.”

This dual messaging requires careful planning and a deep understanding of both audiences.

The Media Puzzle: Finding Where Kids and Parents Intersect

To create effective campaigns, marketers need to analyse the media habits of both children and their parents. This involves:

• For Children: Understanding their favourite TV shows, YouTube channels, and gaming platforms.
• For Parents: Identifying their go-to social media platforms, parenting blogs, and even offline channels like community events.

It’s critical to pinpoint where these media habits overlap. For example, a family-oriented streaming service might provide the perfect opportunity to reach both audiences with ads tailored to their unique perspectives.

You probably don’t want to develop an advert to appeal to both audience as it’s likely that this will dilute the message – but I’m sure that there are exceptions to this rule.

The Ethics of Advertising to Children

The Vulnerability of Young Audiences

Children are far more impressionable than adults, which raises significant ethical considerations. The Children’s Advertising Review Unit (CARU) in the US and similar bodies worldwide set guidelines to protect children from deceptive or manipulative advertising. In the UK, the Advertising Standards Authority (ASA) enforces strict rules around advertising to under-16s, particularly concerning health, safety, and materialism.

One classic study by Piaget (1965) highlights that children under the age of 12 often struggle to distinguish between advertising and entertainment. This makes them particularly susceptible to marketing messages, which can lead to undue pressure on parents.

Balancing Commercial Goals and Social Responsibility

Marketers must strike a balance between achieving business objectives and upholding ethical standards. Using techniques like disclosure cues (e.g., clearly labelling adverts as adverts) and promoting products with genuine benefits can help ensure that campaigns are responsible and respectful of their young audiences.

Practical Strategies for Marketing to Children and Parents

1. Understand the Child’s Perspective

Children respond to fun, excitement, and aspirational content. Incorporating vibrant visuals, engaging storytelling, and relatable characters is key. For example:

• A cereal brand might create a cartoon mascot to make breakfast more fun.
• A game developer could showcase a world where the child feels like a hero.

There is a darker side to this, back in the 1970’s cigarette brands like Camel have been known to use cartoons to generate appeal to younger audiences making their brand seem “cool”. But it’s not cool, is it Camel!

2. Appeal to Parental Values

Parents look for products that align with their values, such as education, safety, and health. Messaging should highlight these benefits:

• A toy brand could emphasise its STEM (Science, Technology, Engineering, Math) benefits.
• A snack company might showcase its organic ingredients and lack of artificial additives.

Realistically, parents know that it’s not all about education and plain ingredients. Every parent knows how fussy kids can be and we don’t want to waste money on products that our children won’t want. So part of the appeal to parents also has to be the fact that their kids will want it.

3. Leverage Shared Experiences

Family-oriented campaigns often work best when they bring parents and children together. For instance:

• LEGO’s Advertising: “Build something amazing together” appeals to the child’s desire for fun and the parent’s hope for quality family time.
• Disney’s Cross-Generational Appeal: Their campaigns often highlight family bonding, making the purchase feel like an investment in memories rather than just entertainment.

The Role of Positioning in Dual-Audience Campaigns

Positioning a product for children versus parents requires distinct strategies:

• For Children: Focus on how the product brings joy or excitement.
• For Parents: Emphasise why the product is a smart or beneficial choice.

For example, a toy company might create a TV ad showcasing kids laughing and playing with the product, while running a social media campaign for parents highlighting its educational value.

Case Study: LEGO

LEGO is a prime example of effective dual-audience marketing. Their advertisements appeal to children’s sense of fun and creativity while showcasing to parents the cognitive benefits of building and problem-solving. By aligning their messaging to the needs and desires of both groups, they’ve cemented their brand as a family favourite.

Ethical Advertising Done Right

Promote Positive Values

Responsible marketers use their platforms to instil positive values. Campaigns that promote inclusion, environmental consciousness, and education resonate well with modern parents and leave a lasting impact on children.

Limit Excessive Pester Power

While pester power can drive sales, excessive reliance on it can lead to backlash from parents. It’s important to create campaigns that genuinely appeal to both audiences rather than manipulating children into pressuring their parents.

Adherence to Regulatory Standards

Complying with regulations like the ASA’s guidelines in the UK or CARU in the US ensures campaigns are both legal and ethical, protecting brand reputation and maintaining consumer trust.

Conclusion

Advertising to children is a complex, high-stakes endeavour that requires careful targeting, thoughtful messaging, and an ethical approach. By understanding the needs and desires of both children and parents, marketers can create campaigns that resonate deeply without crossing ethical boundaries.

After all, effective marketing isn’t just about selling products, it’s about creating meaningful connections with audiences, young and old alike.

So, as you craft your next campaign, remember to think of the children—and their parents!