III. Introduction To The Topic 1. Facts-Reports The food and beverage industry view children as a significant market force, spending just over $4.8 billion dollars in marketing efforts directed towards children (Orciari, 2013). In the U.S., children under the age of 14 have around $40 billion in annual spending power (McNeal, 2006). In addition to being independent consumers, children can also act as influencers on their parent’s purchasing behavior, in which they are estimated to influence around $200 billion of spending annually (Strasburger, 2001). Marketers establish relationships by creating positive associations with their brand through marketing by the use of advertisements, product placement, online websites and games, and the use
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Analysis 1. Interpersonal Mode of Communication Interpersonal Communication is typically person-to-person, spontaneous communication. Generally, Interpersonal Communication is presented either verbally (speaking with one another) or it is written. As a food marketer, it is crucial to start conversations amongst consumers about your brand. The more the brand is (positively) connoted in a consumer’s specific reference group, the more that consumer will be interested in purchasing it. Additionally, activating word-of-mouth (WOM) conversations and online socialization are two platforms that allow marketers to generate interpersonal communication. 1a. Word of Mouth (WOM) This paper defines WOM as a “conversation about a brand as an interactive exchange of information between two or more consumers that is not commercially motivated” (Baker, Donthu, & Kumar, 2016). WOM exerts a strong influence on children’s buying behavior: according to a Nieman Lab study, children under the age of 12 are almost twice as likely to be influenced by a peer in a purchasing decision or to ask a peer for a recommendation about a product (Nieman Lab, …show more content…
Through branded content, children can play games with friends and share their scores on social media or via email with other children (“Happymeal,” 2016). As users develop closer ties to fellow online consumers and the brand itself, they become more loyal consumers to this brand community, thus increasing their chances to become repeat purchasers and also helping to spread positive details about the company’s products (Luo, Zhang, Hu, Wang, 2016). 2. Interpretive Mode of Communication Interpretive Communication is a mode that relies heavily on the media to relay its message. It is one-way receptive communication that is received by listening, reading, or viewing advertisements. Children, the most impressionable of consumers, are highly influenced by advertisements and its particular appeal to the subconscious. The use of specific colors and licensed characters are two marketing strategies that food marketers employ. These strategies fall into this mode of communication and influence children’s opinions about brands and products. 2a. Color
Analysis 1. Interpersonal Mode of Communication Interpersonal Communication is typically person-to-person, spontaneous communication. Generally, Interpersonal Communication is presented either verbally (speaking with one another) or it is written. As a food marketer, it is crucial to start conversations amongst consumers about your brand. The more the brand is (positively) connoted in a consumer’s specific reference group, the more that consumer will be interested in purchasing it. Additionally, activating word-of-mouth (WOM) conversations and online socialization are two platforms that allow marketers to generate interpersonal communication. 1a. Word of Mouth (WOM) This paper defines WOM as a “conversation about a brand as an interactive exchange of information between two or more consumers that is not commercially motivated” (Baker, Donthu, & Kumar, 2016). WOM exerts a strong influence on children’s buying behavior: according to a Nieman Lab study, children under the age of 12 are almost twice as likely to be influenced by a peer in a purchasing decision or to ask a peer for a recommendation about a product (Nieman Lab, …show more content…
Through branded content, children can play games with friends and share their scores on social media or via email with other children (“Happymeal,” 2016). As users develop closer ties to fellow online consumers and the brand itself, they become more loyal consumers to this brand community, thus increasing their chances to become repeat purchasers and also helping to spread positive details about the company’s products (Luo, Zhang, Hu, Wang, 2016). 2. Interpretive Mode of Communication Interpretive Communication is a mode that relies heavily on the media to relay its message. It is one-way receptive communication that is received by listening, reading, or viewing advertisements. Children, the most impressionable of consumers, are highly influenced by advertisements and its particular appeal to the subconscious. The use of specific colors and licensed characters are two marketing strategies that food marketers employ. These strategies fall into this mode of communication and influence children’s opinions about brands and products. 2a. Color