If you didn’t knew English, came to me, I will taught you!


That title is just for effect, just to say that this, horrifically, is
where the English Language is bound, quality wise. I was reading the
intro to the first lead on a b2b website I won’t name, and knew that surely my friend Ritu, the Editor, had
quit the place before that story had seen light of day. She would never have had the stomach — or the
ignorance — for such a mangling of the English language. (And I was
right. She had left them just a day before this piece was published)

If you think you are good enough with the language to become a subeditor in an English publication, work through the minefield this story is. It’s a good example of how to maim the English
language. And it puts its best foot forward — the juciest parts are in
the intro, and the writer remains consistent in the rest of the story.
Go ahead. Enjoy. Squirm. Whatever. Truly a great example of "how not
to."

"Child is the father of purchase decision

By (never mind)

Tuesday, November 24, 2009

One fine day Robin woke up and to his wonder he found a brand new
computer on his study table. While he was checking it out his parents
came along thrilled and excited, shouting “Surprise” and wishing Robin
a “Happy Birthday”. But to the parents amazement Robin does not appears
that happy. Dad asks, “What’s the matter you didn’t liked it?” Robin
answers, “I would have liked it if you would have bought it two years
before, dad this is not the latest one there are much advanced machines
available now.”

This true incident is an evident example of, what an important part a
child plays in deciding for a purchase. “Youngster today are fairly
well informed on technology products because there is too much
information available on the internet and amongst there friends and
peers. They have enough scope to discuss the merits and demerits of a
particular product, so I definitely believe they play an important role
in influencing a purchase decision” agrees, Srihari Gopinath,
Manager-Corporate Marketing, Hewlett-Packard, India.

Surfing through the channels you have seen many ads involving kids or
moving around kids be it Vodafone’s Zoozoo ad or latest Volkswagen’s
ads. Advertisers and marketers do find kids as a major influencer on
purchase decision and this has been proven by surveys and researches
too. “Yes – successive New GenerationsTM – Cartoon Network’s patented
kids’ lifestyle survey, has shown that kids are major influencers in
family purchase decisions. The latest New GenerationTM 2009 findings
shows that kids have very high influence in foods categories, not only
where kids are a direct consumer such as chocolates and snacks but also
in categories like juices, milk food drinks and breakfast cereals”
shares, Rohit Sarma, Executive Director – Network Advertising Sales,
South Asia, Turner International India Pvt Ltd. He further informs that
kids also have a fair bit of influence in personal care categories like
shampoos and bathing soaps and in family decisions like where to go on
vacation and weekend outings.

Rajeev Karwal, Founder Director, Milagrow Business and Knowledge
Solutions, thinks there are categories where kids are not direct but
indirect influencers, “In certain product categories like
Air-conditioners, microwave and refrigerator kids might not be direct
influencers but when brands advertise insuring clean air, healthy food
etc. health of the child factor, makes kids indirect influencers,” he
adds.

Hence, kids definitely become a major target for brands, so what is the
best way to reach kids? Anuj Jain, VP-Marketing & Sales Head,
Kansai Nerolac, suggests, “The best way to reach Kids directly can be
by creating Kid centric TVC or showing your TVC on kid specific TV
channels. Other way can be point of sale displays/visible shelf space
which helps them in reminding them about your brand in the store.”
While informing about the indirect ways he believes to reach them is
organizing and engaging kids in an interactive event around the brand
or co-branding with brands which are very popular amongst kids.

Similarly, Hewlett-Packard, India, had recently started an online
multiplayer cricket tournament with Zapak.com which majorly targets
this category on which Gopinath explained, “This was a good fit in
terms of what the game had to offer this particular set of audience,
typically youngsters who want to try new things, try new games moreover
it was a good way for HP to innovate.” He further says, “Nowadays kids
are exposed to so many different forms of communications and there
media consumption is fairly high online as well as offline. They
receive so many communications throughout a typical day that it is very
easy for them to pass over a particular brand communication unless it
is really targeted to them and something they can really relate to.”

Jain further says, “Kids are very much influenced by OOH and Point of
sale advertising. It creates a pester power which is very important
when it comes to marketing to kids. It reminds them about your brand
and they pester their parents to buy it at point of sale.”

Talking about the changing patterns of lifestyle Karwal shares, “In
bigger cities both parents are working, and they don’t have much time
for their kids, even the joint families are breaking up so the kids are
many times left alone at home. Hence, in metros I have seen this many
times that parents who are not able to spend time with there kids
actually give huge pocket money to their children that from being mere
influencers that they used to be they also have become big consumers of
certain types of products.”

So are kids targeted only for certain product categories? Karwal,
answers, “I believe it can work for all categories because they are the
force. Parents might not be aware of what the new trends, but kids are,
so it proves that the child is the father of man.”

So can an advertiser avoid such a big force to enhance the reach or
marketers avoid the influence they have on sales. And the answer
definitely is a big no because after all it seems, Child is the father
of purchase decision."

———————————————

Phew!


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