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Thursday, May 19, 2011

PowerPoint Presentation On Pester Power

PPT On Pester Power



1. Objectives of the Study

The paper plans to study the impact of TV Advertisements on School Going Children. It proposes the following:
To study what pester power is?
To study the drivers of “Pester Power”.
To study the tools used by the companies to target kids.
To study the various ways to control Pester Power.

Pester Power is the name given to Marketing Techniques which encourage children to nag their parents to purchase a particular product.

It is repeated nagging of influencing their parents to buy advertised or fashionable items.

Over 95% of kids have pestered their parents for a product promoted on TV, according to a new survey by

3. Kids –the chief design element of commercials
Videocon with Sharukh Khan
Kids with celebrities like the Big B in the Hajmola ad make a still more lethal combination.
Surf excel advertisement.

4. Influence of Children in Family Decision Making Process
Children constitute three different markets:
the primary,
the influencer,
the future market.
Children have not been observed to have a large impact on instrumental decisions such as how much to spend but rather play a role while making expressive decisions such as color, model, brand, shape, and time of purchase.
Kids have a lot of information because of exposure to television, other media, and friends.

5. Media strategies for children
Marketers use television as a medium of communication
Young children are able to differentiate between a TV program and a commercial but are unable to understand the intent of an advertisement until they are 8-10 years of age
Advertising to children avoids any appeal to the rational, emphasizing instead that ads are for entertainment and "enjoyable for their own sake“
Celebrities and cartoon characters are commonly used by marketers

6. expenditure for pester power
Industry spending on advertising to children has exploded in the past decade, increasing from a mere $100 million in 1990 to more than $2 billion in 2000.

Teens influence more than $50 billion adult spending every year and pester an adult 25 times on an average before the desired product or experience is finally bequeathed.

7. Pester Power in India
Arrival of niche channels like the Cartoon Network, Hungama and Toonami .
In 2005- 120 million tween (children between 8-12 years of age) were present.
Out of which 45 million live in urban areas – contribute whopping Rs. 20,000 crore.
Ad spend per year on products Horlicks and Complan is 12 to 15 per cent of the total i.e. close to Rs 5000 to 6000 crore.
Eg.Nestle India - Rs 1507.1 million in December 2002, Britannia Industries spent Rs 906.3 in March 2002 Cadbury India which spent Rs 876.7 million in December 2002.

8. For more please refer our PPT. Thanks


Anonymous said...

Interesting post, this was really useful. thanks!

Anonymous said...

Such a small think. ;-) But such a great idea

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