1st International Children&Communication Conference, İstanbul, Türkiye, 13 - 15 Ekim 2003, ss.235-244
Kids are considered as consumers from the moment of birth therefore have become one of the most significant factors of economy by spending a lot more than the whole family members as they get older. In other words, kids as a secret power effecting the purchasing decisions of the family at the beginning, by time become the fundamental factor directing the economy from the macro point or view. Kids who are generally watching approximately 20.000 television advertisements per year and who become brand loyalty at the age of two are involved in a wider range of products in relation with only children purposed products in the past.
It is also known that kids have led to a significant increase the expenditure of the families as well as having an affect on their preference of brand and products. Since there are kid versions of almost all adult purposed products and as more needs are considered for the kids compared to adults, and finally as an unlimited fulfillment of the said needs of the kids is always considered, kids play a crucial role in the act of purchasing. Kids who have a rather high share in total consumption volume and who are influencial in brand decisions are considered as the propulsive power of the economy in the world. Since children take decisions quicker than the adults, they are impressed and directed easier as well as their effectiveness on the family decisions related to purchasing of the products whether they are interested or not, makes it necessary to focus on kids in marketing communication and giving place to issues that will draw kid’s attention in product publicity.
In accordance with the contemporary marketing communication concept, companies have changed their consumer understandings from purchaser customer to a potential target group and seek lifetime quaranted customers. In such scope, the companies starting to move from the point of long term marketing targets and intending to fulfill the requirements of contemporary marketing, can achieve success in marketing by focusing on kids who are future adult consumers with perceived brands in earlier ages.