A high cognizance of product promotions motifs does not certainlylink to constructive attitudes toward, or resolved to utilize theproduct among children. In fact, Cornish (2014) asserts that childrendo not have the where withal or the capacity to decrypt all themarketing approaches presented, especially online thus, they cannotconstruct a correlation hinged on the use of the products. In thisregards, it would be catastrophic or ethically right to market suchproducts to the children as they will not ultimately use theproducts. Harris, Schwartz, & Brownell (2010) contend that theappeal presented online to children proffers suggestive indicationsof the products, may raise issues of morals and corporations’accountabilities. In this regards, a high cognizance of promotionalcues among children does not correlate to positive attitudes towardthe products or a cultivation of their use.
Promotions ought to remind or proffer constructive attachment topeople for the use of products. In this regards, the awareness ofsome brands especially global brands such as McDonald’s productsare reflex. However, Grohs, Wagner, & Steiner (2012) maintainthat the recognition of such products do not necessarily meanutilization hence, an indication of the dynamism in marketing.Henke’s statement, in a way, alters the reasoning behind marketingand aligns marketing approaches to socially responsible events. Forexample, Grohs, Wagner, & Steiner (2012) assert that companieswith definitive connections to children usually engage or becomemotivated in sponsoring events related to children demographics.Conclusively, Henke’s statement on marketing to children correctlysubsumes the truth.
Henke inconstruing that a high cognizance of brand promotion cues to childrendoes not correlate to constructive assertiveness makes a bold and atrue statement. Harris, & Graff (2011) and Cornish (2014) assertthat in most marketing approaches, marketers alter their approachesby branding their promotion in combination of parent-child promotionsthan branding the promotions in a child-intensive approaches. In thisregards, parents act as the conduits for promotions since they havethe final say on children’s utilization of the marketed products.In fact, Grohs, Wagner, & Steiner (2012) assert that marketerscommence promotions to children at an early age to earn loyalty andprepare them as potential buyers in future. As such, Henke, inconstructing the notion on marketing to children makes a definiteactuality.
Elliott, DenHoed, & Conlon (2013) assert that although children connect topositive attitudes of the marketed products, they do so, unavoidably.As aforementioned, the high awareness of brand promotion cues and thelack of positive attitudes, then, has created a new motif ofpromotion where marketers market to children in a bid to createawareness among them for future engagements. Elliott et al. (2013)and Montgomery, Chester, Grier, & Dorfman (2012) assert that mostcontemporary motifs of promotion groom children into adults who willengage constructively into buying products, for example, Advergamesgroom children into potential adult buyers. As such, Henke makes anactual notion regarding brand promotions to children.
Cornish, L. S. (2014). ‘Mum, can I play on the internet?’Parents’ understanding, perception and responses to onlineadvertising designed for children. International Journal ofAdvertising, 33(3), 437-473.
Elliott, C. D., Den Hoed, R. C., & Conlon, M. J. (2013). Foodbranding and young children’s taste preferences: Areassessment. Can J Public Health, 104(5),e364-e368.
Grohs, R., Wagner, U., & Steiner, R. (2012). An Investigation ofChildren`s Ability to Identify Sponsors and Understand SponsorshipIntentions. Psychology & Marketing, 29(11), 907-917.
Harris, J. L., & Graff, S. K. (2011). Protecting children fromharmful food marketing: options for local government to make adifference. Preventing chronic disease, 8(5).
Harris, J. L., Schwartz, M. B., & Brownell, K. D. (2010).Marketing foods to children and adolescents: licensed characters andother promotions on packaged foods in the supermarket. PublicHealth Nutrition, 13(03), 409-417.
Montgomery, K. C., Chester, J., Grier, S. A., & Dorfman, L.(2012). The new threat of digital marketing. PediatricClinics of North America, 59(3), 659-675.