Research Paper on:
The Value of Marketing to Children

Unformatted Sample Text from the Research Paper:
before. Increased disposable income is seen in this segment of the market, but despite this the size of the market is limited and to sell directly to this market may  not be strategically wise. Therefore, in seeking to understand why there has been a big increase in marketing to children, and the role that this plays in the marketing environment,  the increased disposable income is not the main driving force. Their purchasing power is not an issue, however, to receive this amount of attention from the marketers they must have  an important role to play. In this paper it is accepted that there is a high level of marketing to children. There will be a consideration of the role  that children play in marketing and why the marketers want to attract and hold their attention. The paper will begin with a literature review of the related information and then  apply this to the role of children. The paper will then consider what lessens this may have for the marketers and how they may be able to use this information  to their advantage. 2. Literature Review The role that children play in the marketing models maybe more complex that is generally perceived. With a lack of purchasing power  themselves their role must be to influence those whop do have that purchasing power. Therefore, the first stage is to consider who these decisions are made and after this the  role that children play and the way they may influence that process can be examined. The retail environment is now more competitive  than ever before. For a company to survive and thrive it needs to understand its own customers. This means it will perceive the value given to its own products as