DISCUSSION TOPIC: Target Market

TITLE OF JOURNAL: Advertising to children and social responsibility
BY: Chris Preston
SOURCE: Young Consumers Quarter3 2005 pp.61-67

This journal article discusses the issues concerning advertising to children and social responsibility.

According to this journal article, I can deduce that encoding advertising to take into account the attitudes of an audience is a form of targeting. Besides that, if children are viewed as consumers or target markets, then basic marketing ideology will involve them being researched in order to be able to market them more efficiently. On the other hand, children have been shown to influence family decision making and have been recognized by the advertiser, then their attitude will be taken into account. This is patently what target marketing and advertising to children consists of.

Moreover, this article also concludes that younger children do appear to be vulnerable to advertising messages, therefore advertiser should act responsibly towards the society of children.