PesterPower
[C ] Todays kids have more autonomy and decision-making power within the family than in previous generations, so it follows that kids are vocal about what they want their parents to buy. Pester power refers to childrens ability to nag their parents into purchasing items they may not otherwise buy. Marketing to children is all about creating pester power, because advertisers know what a powerful force it can be.
[D] According to the 2001 marketing industry book Kidfluence, pestering or nagging can be divided into two categoriespersistence and importance. Persistence nagging is not as effective as the more sophisticated importance nagging. This latter method appeals to parents desire to provide the best for their children, and plays on any guilt they may have about not having enough time for their kids.
The Marriage of Psychology and Marketing
[E] To effectively market to children, advertisers need to know what makes kids tick. With the help of well-paid researchers and psychologists, advertisers now have access to in-depth knowledge about childrens
developmental, emotional and social needs at different ages. Using research that analyzes childrens behaviour, fantasy lives, art work, even their dreams, companies are able to craft sophisticated marketing strategies to reach young people.
The issue of using child psychologists to help marketers target kids gained widespread public attention in 1999, when a group of U.S. mental health professionals issued a public letter to the American Psychological Association urging them to declare the practice unethical. The APA is currently studying the issue.
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