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Fast Food Advertising to Children

More than $10 billion is spent on fast food advertising to children each year in many ways. Most of these ads are for foods and drinks that are high in fat, sugar, calories, salt and no nutrients. It’s not the advertising itself but the strategy to get our children to want the product. The most obvious media outlet is television advertising. Marketing gurus know how to get into kids’ heads and how to get the response they want the most. They know that children can influence their parents to buy food.

On average, children see more than 40,000 commercials a year, mostly for candy, cereal, toys and fast food. Fast food advertising to children is not limited to fast food restaurants. If it’s fast and it’s food, it’s fast food. It’s fair to say that fast food advertising is big business. Additionally, trying to stop children from watching television is a particularly difficult task because many children have televisions in their rooms. The methods used in advertising are within the standard of advertising. Companies spend money to market their products to their target audience. In other words, you’d be as hard-pressed to find an ad on 60 Minutes for Cocoa Krispies as you would be to find an ad on the Nickelodeon Channel for TDWaterhouse.

Deceptive tactics

Today’s children have more purchasing power, they are tomorrow’s consumers, and because they influence their parents to buy, this opens up a new audience for marketers. Children are more vocal than ever and they are not afraid to speak up when they want something. Advertisers call it Pester Power. I call it noisy. In other words, children are not afraid to kick and scream to get their parents to buy them. Fast food advertising to children is all about Pester Power and marketers rely on children to pester parents instead of marketing directly to parents. They know that marketing to children will get higher results. Pester Power is divided into 2 categories by vendors. Constantly growing emotions and importance. Loud insistence pleads repeatedly. Relevance, on the other hand, is what marketers rely on. It’s all about taking care of their children and blaming them for not being enough for their children. There are many tactics used in fast food advertising for children such as toys with food and games of monopoly. Fast food companies will say that this is to give parents a more pleasant visit to their store but in reality they are driving children to want fast food.

Internet and Viral Marketing

Fast food advertising to children is not limited to television. The Internet; which is more expensive and viral marketing has become an advertising space as well. Internet marketers know how kids use the net and the importance of sites like MySpace and Facebook. They also know that kids love to click on links. If they say click here – they do. Many websites offer free lyrics and music downloads. In order to get the freebie, an email address is required and so the crossover campaign starts creating fast food ads for kids through email marketing.

We can’t stop children’s fast food commercials but we can control TV viewing time. A little time in front of the TV as a family can reduce fast food cravings and create a healthier and more healthy environment.

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