Children and adolescents account for one fifth of the population of Ukraine. Therefore, the money that parents spend on their offspring - titbit for producers of children's products. What tricks are advertisers and marketers to make children and their parents to buy?

Small consumers

Prior to the 2000-ies, domestic producers do not create specific brands for the younger generation, believing that the purchasing power of kids is very small. But then, following the example of Western companies, have decided that the younger generation can and should be earning. And, to earn a good idea, because it turned out that the Ukrainians spend on children at least 15% of the family budget.

In addition, about half of Chad in age from 4 to 26 years obtained from the parents of 30-45 hryvnia per week in pocket money. If the skill to extract this trifle of children's pockets and put down - it will turn out quite an impressive sum. Last year, the younger generation of pocket expenses were about 45 million hryvnia in the week.

Increased fertility in recent years to further fuel the interest of producers and sellers: if in 2006 in Ukraine 460 thousand newborns in 2008 to the light there are already nearly 514 thousand babies. Now, children and adolescents under 18 years old - this is more than 20% of the population of Ukraine.

A child market - a very tasty morsel. For example, only the first two months of 2009, sellers of children's products earned 6.9 billion hryvnia.

mind and emotions

Kids up to three years do not participate in the purchase, so all the advertising of products for young children is aimed only at their parents. With three or four years old scion gain the right to vote - in direct and figurative sense. At this age, they begin to walk with their parents to shop and ask, beg or demand: Mom, buy. Of course, for adults in any case be the last word, they decide to purchase and give her money. Therefore, advertisers appealed to parents and children.

Adults talk about the safety and usefulness of the product for the young organism. In advertising clothes, shoes, cosmetics, toys emphasize that they are made of environmentally friendly and safe materials when buying yogurt, milk, juice, cereal parents' attention is drawn to the contents of vitamins, micronutrients, beneficial bacteria, as well as the lack of preservatives.

Children are also rational arguments, such as utility, price, quality and little interest. They are more attracted by vivid images and emotions. Marketing and advertisers have learned to use this feature child psyche.

Good Game

In

spots of children are met bright and amusing characters, who are always ready to help in various situations of a difficult childhood life: Rabbit Quick, dinozavrik Dino, green Sandorik, Red Ap, lively person, and all-all-all. They do not prohibit, as the parents. On the contrary - being entertained, wriggle into the trust, offer friendship. The name matches the name of their product. As a result, the supermarket shelf, the child sees is not a box with a dry breakfast, a friend with a TV screen.

main thing in a child's life - the game. Therefore, manufacturers often put toys into mainstream products. This simple admission for many years helped McDonald's to sell their fastfudny Happy Meal, but Ferrero - Kindersyurprizy. The range of toys is constantly changing in order to nurture children's interest.

Another game welcome - invite your child to play with the product but also to maintain the package and play with it. For example, a shampoo bottle to make a car, and ketchup paint in different colors, so that they could draw.

Packaging manufacturers of children's products focus on. It should be bright, it is often depicted cartoon character brand. Food products that are targeted at children receive portion package. A child is more convenient to drink juice or a yogurt from my bottle, or a small personal bag that you can immediately throw out and ask for supplements. A cost-effectiveness of small packages for the manufacturer is much higher than normal.

Not all vkusnyashki equally useful

colorful advertising targeted at children, not only facilitates the wallets of parents. Nearly 70% of children's advertising to promote products on the market that is harmful to children. Such data leads Mirror Week with reference to the professor at Kyiv National Trade and Economic University of Natal Pritulskuyu. Dry breakfast, chewing and chewing sweets, sweet gazirovka - all of these products are considered to be unhealthy dietitians. All such vkusnyashki so popular among children, contain too much sugar, fats and food additives.

For example, dried meals, which are advertised as a balanced, useful and healthy food for children, interest in the 45-50% are composed of sugar. Each portion contains the flakes at least three to four teaspoons of sugar, one-third of the permissible daily requirement of harmful fats, and only a small fraction of useful fiber. Therefore, the Russian and British experts after testing dry breakfasts come to the conclusion that the flakes pads and pre-schoolers in general it is better not to give students a dry breakfast is better to feed a couple times a week.

Also there is a fresh example of what advertising children's products may not always fair. Federal Antimonopoly Service of Russia has recognized that advertising yogurt Rastishka introduces consumers to confusion. ADVERTISEMENT said about the usefulness of the product for the child's organism. But, in fact, the yogurt is not a children's nutrition, as well as content of protein and carbohydrates does not correspond to sanitary norms.

But in Ukraine the restriction on advertising of children's brands do not put the public authorities and the state of the economy. Companies due to lack of funds reduced the amount of advertising in five to ten times. First and foremost was the most effective and less expensive advertising on television. At the same time, consumers also began to save and cut costs for the purchase of special children's brands. Instead, the parents began to buy the same products for the whole family.

Sergei Pasyuta

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