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In the world of advertising and marketing children are the targets For many reasons children are exerting a greater and greater influence on family buying decisions Advertisers know that the money is in the hands of the children As their economic muscle grows so does a marketers focus Understanding how and why a child influences purchasing decisions is important to marketing and business today If marketers want to be successful they need to look to the children Kids have a world of power in their small hands The objective of this paper to demonstrate the cause and effect children have to family decisions consumer behavior business and marketing The Research Shows The numbers grow Within the past ten years there has been a substantial change in family role structure and family purchasing decisions Businesses have taken notice and the changes are reflected in todays marketplace Product development services and marketing practices have educated themselves and evolved to respond to new family dynamics The childrens market is growing consistently both demographically and in purchasing power Marketing to children is not just for breakfast cereal anymore Purchasing decisions are results of many influences including buying habits peers and family structure Children are important family members and have considerable influence in determining what their family purchases It is imperative that marketers remain aware of the impact of these changes the great effect they have on consumer purchasing patterns and to perfect their marketing strategies accordingly Including children in advertisements is only one dimension More and more manufacturers are reaching beyond television and radio Nissan sponsors the American Youth Soccer Organization Chrysler distributes colorful pop up books through direct mail and Burger King and McDonalds have their kids meals Pizza Hut gives free personal pan pizzas to children who participate in DEAR- Drop Everything And Read program Parents praise the companys interest in education and Pizza Hut enjoys an increase in profit Magazines like Sports Illustrated Time
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