Children turn their back on advertising

Children make their purchasing decisions on the basis of playground opinion and are cynical about advertising, according to two reports published this week.

The first report, SMRC’s ChildWise, has devised seven new categories of school child to demonstrate that word-of-mouth influences at school are just as significant as ads.

In a survey of 883 seven to 17-year-olds, SMRC claims that Toys `R’ Us is particularly popular among younger children, while HMV scores well among teenagers.

The most effective ads for boys’ products are Sega’s – with Nintendo and Lego close behind. Significantly, Lego’s ads are less enjoyable than Nintendo’s but encourage a greater desire to purchase.

Among girls, Puppy In Your Pocket and Disney toys were particularly popular.

Meanwhile, Handel Communications’ The New Generation, which canvassed the views of 900 seven to 12-year-olds, claims children can see through ads and promotions.

One key finding shows that they seek instant gratification from promotions – hugely favouring free gifts and instant win promotions.

Handel director Karen Daniel says: “Children want to be treated like adults. You’re on a hiding to nothing if you treat them like the Famous Five.”

The survey identifies favourite snack brands as Walkers crisps, Hula Hoops, Mars Bars and Opal Fruits.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here