Pester Power
Written on March 25th, 2009 by Simchak Paula
Written on March 25th, 2009 by Simchak Paula
Run your commercial on Nickelodeon during “SpongeBob SquarePants”.
“Mom, do you have trouble finding things in your handbag?”
“Mom, do your lashes clump together?”
“Mom, are you tired of crazy phone bills?”
While all valid questions in their own right, hearing them burst from the lips of my 6-year old son while we’re playing catch in the front yard or clearing the table after dinner is a bit off-putting.
That’s right, my 6-year old son can regale you word-for-word with the awe-inspiring benefits of the Buxton® Over the Shoulder Organizer, SpinLashTM Mascara, and his most recent media darling, Vonage.
Why, you may ask, do these brands market their adult-oriented wares on Nickelodeon during “SpongeBob SquarePants”?
It’s called pester power. And it refers to children’s 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.
According to Adweek Ad Critic Barbara Lippert, “The problem with kids is they believe everything in advertising. Kids under the age of five or so can’t even discern between the programming and the commercial. And there’s no such thing as subliminal advertising, because they take everything at face value. They’re defenseless against it. There shouldn’t be any advertising to kids at all. But you can’t put that ban on it.”
It’s a shrewd marketing ploy. And, unfortunately, it’s one that actually works.
A national survey commissioned by the Center for a New American Dream determined that American children aged 12 to 17 will ask their parents for products they have seen advertised an average of nine times until the parents finally give in. More than 10% of 12- to 13-year-olds admitted to asking their parents more than 50 times for products they have seen advertised.
Perhaps that’s why I now know that SpinLash Mascara gently rotates to get perfect lashes every time, that the Buxton Over the Shoulder Organizer comes in red, tan, and basic black, and that with Vonage my phone bills will be only “two nine nine five” every month. Without my parroting 6-year old, I would have missed out on all of these great retail opportunities.
No, I haven’t purchased any of the aforementioned items, and I have no plans to. But, according to my husband, unless he does some serious nay-saying, I will be the proud owner of a Buxton bag come Mother’s Day.
I’m just glad they don’t advertise the Snuggie on Nick.
Yet.
adult advertising wrote: I found your website while surfing yahoo and have bookmarked it. I also tweeted your site and will recommend it to my friends.
Tuesday, September 27th 2011 at 1:22 pm |