Business Ethics - International Marketing to Children

Running Head : ETHICS AND MARKETING

Intentional Marketing to Children

Name of Student

Name of School

Name of Professor

Subject

In any marketing strategy , it is important to know your target before anything else . This is because when one knows the target market , then the means of promoting products and images can be specifically designed for that group . Having the criteria that will the target audience will make advertising and sales easier . The objective is to have that specific group persuaded to purchase their products . It is creating desire

among them (Adliterate

In this light , there came debates about promoting products to children This aspect of the public is long considered most vulnerable to the images advertisers portray . This is because the values and lessons one can learn from advertisements can be heavily regarded and easily applied by children . They are considered to as an easy target . They have the innocence that leads to vulnerability (Adliterate

With this , should one wonder if business can truly become a means of exploitation ? Is intentional marketing to children ethical ? Are we creating the generation generation easily defined by the items they purchase (Media Channel ? When advertising can be observed everywhere are children really buying it

I believe that the objective of intentional marketing to children remains to be strictly business . It does not abuse the presence of such a market , but merely being active in the competition . Unfortunately , to be completely immersed in sales and progress , it could lead to veering away from acceptable themes and s in their advertisements . However when does it become unethical

I do not think the ethical standards should vary depending on the age of the target market . The different ages of the market divides the population into groups . This means that for each age group , there is a different approach or strategy . It is acceptable when companies intentionally sell their products to children . They should be careful however , about the values they will tie with their products . They could be in that certain age wherein they are able to understand the kind of world they reside in (Adliterate . But they may take it rather negatively and attain a quite different perspective about the world

Ethical standards are not dependent on the age of an individual . It is true that when people grow older they gain more wisdom and knowledge Unfortunately , despite this growth , it does not mean that advertisers are given the liberty to use unsuitable means of selling their products to their market to older individuals

Where their products are involved , it does not mean that when the item is less harmless , it becomes ethical to sell them . Perhaps the point of query here is not if it is unethical . They should instead ask if it is even appropriate . Why would companies try to sell harmful items to children ? Hypothetically , if that is the purpose of these companies , in the long run , their businesses will eventually lose

When trying to sell to kids through different media does not immediately affect the ethical standards . Although the message of these advertisements holds a greater responsibility to their market , it does not mean that they can simply use any media . However , the ethical dilemma lies on what they imply when they use this medium . I believe there is no good or bad medium . It all depends on how they use it

One of these cases were expressed in an article by Alexander and Dichter . They mentioned that evading for popular media , many organizations resolved into using the school as an avenue to promote their products . Fast food and soda industries have pushed themselves within the bounds of the school campuses (Media Channel . This allowed them to sell more , be in more close contact with the market . They are able to persuade their naive minds into buying their products Unfortunately , it is not just the companies who need changing certain standards . The schools should also be able to set restrictions about these industries from reaching their young students . They are not just there for the educational welfare of the students , but also their beings

Being direct or indirect about the method used in marketing to children depends on the level of capability of the child to absorb the information . Direct methods can only tell a part of the story . It is boring and children cannot appreciate it . When dealt with indirect methods , the child 's imagination is tickled to react to the relay of images . It is not the method that carries the ethical standards . As a matter of fact , it has an affect on the efficiency of the company to promote their products and services . It would not be unethical if the children will not understand it

In regards to the parents of these children , perhaps it is important that they see these ads . After all , they play an important role in what their children see . Since these young individuals are still incapable of protecting themselves from potential harm , their parents should stand to take that responsibility

With this , marketers should allow their ads to pass through the parents of these children . This is not only to assure that the children are protected , but it is also to check if the ads they made were efficient and appropriate enough to be seen by children . It is probably a raise in their costs , but keeping the youth intact and safe from danger is a cost worth taking

In conclusion , it is important that intentional marketing to children should be given a line , which they should be mindful not to cross . What they sell to children will ultimately have a long term effect on the growth of the whole society . Many ads today only offer temporary happiness , which can result to obesity , laziness and materialism Parents play an important role in the items their children are exposed to . But the marketers also have a responsibility to the community they will advertise in . The children are even more difficult to market their products to , and that they are actually fair game in the competition (Adliterate . However , children are human beings , and not animals . To regard them as such will then brand them as unethical marketers

References

(n .d . The ethics of marketing to children . Retrieved April 17 , 2008 from HYPERLINK "http /www .adliterate .com /archives /2005 /03 /the_ethics_of_m_1 .html http /www .adliterate .com /archives /2005 /03 /the_ethics_of_m_1 .html

Alexander , D . and Dichter , A (n .d . Ads and kids : How young is too young ? Retrieved April 17 , 2008 from HYPERLINK "http /www .mediachannel .org /atissue /consumingkids /index .shtml http /www .mediachannel .org /atissue /consumingkids /index .shtml

Intentional Marketing to Children PAGE 6 ...