Transcript The Ethics of Marketing to Tweens

The Ethics of
Marketing to
Tweens
Presented by:
Ashley Johnson
Daniel Krupa
Katie Liddell
“Get ‘em early and keep ‘em
for life. That’s the strategy
of today’s multi-million
dollar corporations, who
have set the sights on the
wallets, and minds, of your
kids.”
So what is a
Tween?
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Between the ages of 8-14
Developing more realistic view of the
world in several ways:
More realistic job expectations
More responsibilities
More defined view of human relations
More developed sense of self
Increased feelings of independence
View of morality
More mature, sensible, realistic thoughts
and actions
 Gaining knowledge of sexual intercourse
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Marketing Facts
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“American tweens independently spend 51 billion, money they get
from a variety of sources like gifts and allowances, and they hold
considerable sway over the additional 170 billion spent directly on
them each year. In addition they also influence major family
purchase decisions-- everything from cars to computers, grocery
brands to vacation destinations.” (360youth.com)
They’re happy to spend their money, and their parent’s money on
products they can connect with (no responsibilities)
Impressionable
Marketing to Tweens
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“Marketing is the broad term used for selling products or
services. This includes packaging the product, pricing
it, placing it and promoting it.” (Ethical marketing to children)
Understand target market
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Buzz Marketing
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Use of researchers and psychologists
Internet
Advertising in Schools
Public opinion of marketing to Tweens
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By treating these young
people like mature,
independent consumers,
advertisers are taking parents
out of the decision-making
process and thereby making
children more susceptible to
unhealthy messages about
body image, sexuality,
relationships and violence.
(Familiar with tweens? )
Corporate Response to Tween Marketing
• Westin Hotels & Resorts
was among the first
hospitality companies to
embrace marketing to
families.
– See how conventional kids
brands can partner with
hospitality brands
– Learn how to create loyalty
within kids through brand
recognition
Corporate Opinion Cont.
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AOL’s KOL group
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Attitudes and consumption patterns of
today’s young “cyber-clickers” ages 6 to 12
Building a constructive and flexible
experience online that is appealing to kids
A variety of interactive and creative
features that engage kids and sustain their
interests
Ethics
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Ethics – “ A major branch of philosophy
that studies values and customs of a
person or group.” – Wikipedia
Ethical theories
Normative ethics
the study of how to determine ethical values
Ethical Theories
Consequentialism
• concentrates on the final outcome
• Utilitarianism
greatest good for the
greatest number of people
Ethical Theories
Deontological ethics
concentrates on the duty and whether a decision
or action is ethical based on if the decision or
action fulfills a moral duty or obligation
Ethical Theories
Virtue ethics
concentrates on the character of the actor –
the person making the decision
AMA Code of Ethics
► “The
American Marketing Association
commits itself to promoting the highest
standard of professional ethical norms and
values for its members. Norms are
established standards of conduct that are
expected and maintained by society and/or
professional organizations…” – AMA
Statement of Ethics
Difficulties in following
ethics
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Ignorance
Naiveté
Competition
Expediency
Accommodation
Financial Gain
Examples of Marketing to Tweens
• Clothing Industry
– Abercrombie & Fitch
• Introduced its summer collection for it’s “abercrombie” stores
complete with g-string thongs.
• The company thought that the product line was “cute, fun,
and sweet” and they considered it to be a modern-day
version of Underoos.
• Parents were outraged by the product line and felt that any
product that “unduly accelerated child development” is
considered unethical.
Examples of Marketing to Tweens
 Clothing Industry
Calvin Klein
The advertising campaign that CK used
showed images of teenage-looking models
meant to mimic “picture-set” pornography
of the 60s.
calvin klein commercial
Calvin Klein Continued…
CK argued that the ads were supposed to
convey a message that regular people in
ordinary settings can appear glamorous.
The general public disagreed, claiming that
the ads were pornographic because the ads
were in high definition and showed
sexualized images of young children.
Examples of Marketing to Tweens
Food Industry
McDonalds
The Case argues that McDonalds spends more than
3 billion dollars on advertising, and most of it is aimed
at children.
McDonalds claims to advertise its restaurants as prosocial and it tries to promote family values.
 The Canadian Heart and Stroke Foundation stated
that current Tweens are among some of the fattest
and unhealthiest children thus far in history.
Examples of Marketing to Tweens
 Cell phone Industry
 Firefly
 Firefly is a special wireless
phone designed just for kids.
It has a special keypad so you
don’t have to remember or dial
any numbers.
 The company promotes the
phone as a fun way to keep
the kids connected to the
people who matter most.
 Parents believe that by being
able pre-program the numbers
on the phone it gives parents
the ability to monitor incoming
and outgoing calls.
Examples of Marketing to Tweens
 TicTalk
 TicTalk is the cell phone that
provides peace of mind of children
and communication freedom for
kids.
 Like Firefly, TicTalk also allows
parents to control the phones
features and function. But to set
the phone apart from its
competitors TicTalk allows kids to
earn extra minutes by playing Leap
Frog learning games.
 Parents love the phone because
not only does it allow them to
control who the children talk to but
it also provides an educational
element in the form of an incentive.
Cingular commercial
How to protect/educate Tweens
 Strategies parents can use
Educate your kids about advertising and how marketers
target young people.
Challenge your children’s definition of “cool”
Encourage savvy consumer habits.
Encourage your family to watch non-commercial
television.
Explain the effects of mass consumerism on the planet
and society.
Encourage non-commercial values in your kids.
Put shopping into perspective.
Promote positive examples of advertising.
How to Protect/Educate Tweens
 Strategies businesses can use
Whether you’re marketing kids’ brands or grown-ups’
brands, consider tweens as a potential target.
Make ethics your number one priority when marketing to
tweens.
Make sure you’re where your target is- think and act
mobile: m-branding is the way forward.
Be flexible and patient with what might seem like your
own lack of understanding of how the tween world
operates.
Conclusion
 In conclusion, after all considered relevant material, we
have ultimately decided that marketing to tweens is an
unethical way to produce higher profit margins.
Marketing to tweens affects the development of cognition
and affect. The AMA code of ethics sums up the reason
why marketers are being unethical by marketing to
tweens under their responsibility heading: “We will
recognize our special commitments to economically
vulnerable segments of the market such as children, the
elderly and others who ma be substantially
disadvantaged.” Marketers need to cease taking
advantage of the tween market in order to make profits.
Businesses need to learn that by being ethical they will
succeed by building positive brand equity and stronger
relationships with trusting consumers.
Any Questions?
www.featurehosting.net/tweens
References
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360 youth. “How do I reach the teen market” http://www.360youth.info/college.html
CBS News. “Buying into Sexy: The sexing up of tweens.” CBC Marketplace: Your
Finances. <http://www.cbc.ca/consumers/market/files/money/sexy/>
Tourism Online. “Fimiliar with tweens? You should be..” Business site of the Canadian
Commissions. 2004
http://corporate.canada.travel/corp/media/app/en/ca/magazine/article.do?path=templatedata%5Cc
tx%5CmagArticle%5Cdata%5Cen%5C2007%5Cissue03%5Cmarketing%5Ctweens
Kid Power 2007. “Breakfast with the Disney Characters.” 2007. http://www.iqpc.com/cgibin/templates/document.html?topic=445&event=12748&document=92747
McSpotlight. “Witness Statement: David B. Green.” 1994. <http://www.mcspotlight.org/
people/witnesses/advertising/green.html>
Media Awareness Network. “Calvin Klein: A Case Study.” Media and Internet Education
Resources. <http://www. media-awareness.ca/english/resources/educational/
Handout.html>
Media Awareness Network. “Dealing with Marketing: What Parents Can Do.”
Marketing and Consumerism. 2007. Media and Internet Education Resources.
<http://www.media-awareness.ca/english/parents/marketing/dealing_marketing.
html>
References
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Media Awareness Network. “How Marketers Target Kids.” Marketing and Consumerism.
2001. Media and Internet Education Resources. <http://www.mediaawareness.ca/english/parents/marketing.html >
Media Awareness Network. “Special Issues for Tweens and Teens.” Marketing and
Consumerism. Media and Internet Education Resources. <http://www.mediaawareness.ca/english/parents/marketing/issue.html>
Media Awareness Network. “Special Issues for Young Children.” Marketing and
Consumerism. 2007. Media and Internet Education
Millward Brown. “Tips for Marketing to Kids.” Kidspeak. <http://www.millwardbrown.
Com/kidspeak/marketingTips.html>
Roszkowski, Christie. MAR 4100: Special Topics in Marketing: Marketing Law and
Ethics. 1 Feb. 2007. Eastern Illinois University. 15 April 2007.
Upshaw B. Lynn. “The Trouble with Food.” Ethics and Integrity in Food Marketing.
1995. University of California at Berkeley. June. 1995. <http:www.brandbuilding
.com/books/food.html>.
Warren, Michelle. “The Tween Machine.” Life Get In It. 2003.
<http://www.lifegetinit.com.fitdv.com/new/articles.html>
Wikipedia contributors, 'Ethics', Wikipedia, The Free Encyclopedia, 25 April 2007 04:34
UTC, < http://en.wikipedia.org/w/index.php?title=Ethics&oldid=125730753>
[accessed 15 April 2007]