Formation of advertising of consumer priorities of children's audience (on the survey materials)

Abstract

Advertising directly or indirectly shapes the behavior of a prospective buyer. In this case, the children's audience is the most profitable one, since consumer habits and rules adopted from childhood can take root in adulthood. Promotional messages have a significant impact on adaptation in children's societies due to age characteristics. The purpose of the paper is to create priority groups of products and services that are most relevant to children's audiences. The paper is based on the results of a survey conducted in Kharkiv and Kharkiv region in spring 2016. The survey was attended by students in grades 1–11, ages 6 to 18. The survey is based on the answers of the respondents to the open-ended question in the questionnaire «Favorite Advertising». According to the results of the survey, food and non-food groups, services and entertainment groups have been formed. The division is based on the names of specific brands (for example, «Milka», «Pepsi», «Kinder», «Dufalak», «OLX», «Bepanten») or generalized words («about food», «about sweets», «advertising croutons or chips», «advertising tea»). Products or services for a specific purpose are considered separately: advertising of various food (sweets, drinks, meat, bread, dairy products, etc.), advertising of entertainment (computer, board, educational games, etc.), advertising of toys (dolls, weapons, cars, machinery, etc.), advertising services (mobile operators, internet service provider, taxi services), advertising sites (ad sites, online clothing stores, etc.), announcements (movie trailers, cartoons, television programs, etc.). A separate item is for products exclusively for adults, such as condoms, low alcohol, beer and vodka.