When searching to buy a new mobile phone the consumer is bombarded with an interminable choice of colour, brand, features, applications, accessories, size and shape. This can seem like a daunting and overwhelming task.
This is why phone companies utilise advertising to help consumers learn about product availability and features etc. TV, internet, public advertising, are all ways phone companies present to the public their products features and availability wholly due to it's mass appeal. Simultaneously they can reach their target markets as well as others who are involuntarily and subconsciously processing the companies advert on Tv or on a bus shelter.
Advertising can be a powerful tool and is used to market certain products at certain demographics within a community. Images, slogans, colours and sounds are stimuli and are used to trigger a response, if the response is negative then the consumer will have difficulty remembering the product but, if the response is positive there is a far better chance the consumer will remember and purchase the product. As the consumer responds to advertising stimuli they begin to learn and form opinions about the products available to them. At this stage they go through the 5 stage buying process.
1. They have a need.
2. They seek alternatives.
3. They evaluate alternatives.
4. They make a purchase decision.
5. They evaluate if the purchase was correct.
A recent market trend within advertising - especially phone companies and manufacturers - is to target young children or 'tweens' aged between six and thirteen.
"as manufacturers have attempted to engage
with this young age group to develop brand loyalty for life, children have been put
under increasing pressure to consume." (1)
I'm now going to give you a basic overview of a popular phone company and you have to tell me who is the target market. Who are they appealing to?
*Their main colourway on television and internet is bright yellow and pale aqua.
*Their television ad. has a 'tween' on it.
*Within the website you need to click on a vending machine to access the options menu.
*Slogans like, "Using Optus mobile is a snack"
*Both their television ads. and Internet site has cute, cheeky, cartoon animals scurrying everywhere.
*They sponsor a major prime time 'tween' television show - So You Think You Can Dance.
It seems telecommunications company Optus are leading the way in 'tween' marketing trends with their cute and colourful advertising, but by targeting children at such a young age are the companies moulding them to be consumers with out them thinking twice.
(1) Downie and Glazebrook, Australia Institute Research Paper No. 41 (2007)
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