In times where the family economy plays the main role in the acquisition of products or services whose purchase is not of great importance and even become unnecessary items, marketing begins to take a somewhat leading role, and they begin to direct their reflectors to the market sector that until a while ago was of little interest to large investors.
promotional-penetration-strategies-of-brands-in-the-mexican-children's-publicWe have realized that marketing has begun to focus more on children's audiences, this being the present of a potential future market.
Companies have also turned to a new market niche which is being an anchor for businesses that were beginning to decline in their products, making them stay longer in the taste of consumers, obviously focusing on new buyers, or simply companies seek to cover another sector of the market and they are not necessarily products in sharp decline, as are cell phones, which are relatively new products, but have recently focused their attention on children, these being the Potential consumers, not of the future but of TODAY, and this phenomenon can also be observed in products that were originally intended for the economically active population, such as bank accounts, which have now made a section for their small large customers.
However, we must keep in mind the idea that it is not enough to make the little one fall in love with our product, but we will also have to take into account the opinion of the parents, since they are the ones with the purchasing power, but having reached our goal which is the child, the rest will be somewhat easy, and remember that that customer or consumer that we have just won if we know how to keep it will be a consumer in the not too distant future, knowing that we not only offered momentary satisfaction, but an experience satisfying for your whole life.
CHAPTER 1 MARKETING BACKGROUND
Introduction
Talking about Children's Marketing necessarily obliges us to know a little about its history, why it is of great importance for companies and in some cases the lifesaver of large corporations, knowing how it works and knowing how to manage it in our favor can be extremely important and what separates us from being one more company that falls into losses or being a company of recognition and admiration for knowing how to manage and understand this useful tool in times where not only the satisfaction of needs is what maintains a product, but it goes from the hand with aesthetics, functionality, quality, practicality, among other qualities that the product must cover in order to stay in the taste of consumers, let us know what is the port where most companies arrive and achieve their position.
1.1. origins
The origin of marketing is observed since the appearance of man, since when relating to others, he needed work to survive.
When primitive man became sedentary, social groups emerged, where he was already produced in activities such as agriculture and livestock; Sometimes there were surpluses of production, that is, there were surplus products, with which the barter or exchange of goods began to be carried out, with the difficulty that there was no comparison or comparison between these goods. Some were more valuable than others, thus the need arose to consider a medium of exchange whose acceptance was general. In the first instance, gold and silver were considered as instruments of change, but it was not enough to guarantee the weight of the bar with an official brand, for this reason, with the creation of the coin, it evolved to become a metal disk..
With the evolution of the currency, commerce and the improvement of the sale of merchandise began, at the same time originating the study of technical aspects that allow us to know the different satisfactors that are essential in the market, that is, marketing.
Within the background of marketing, some important phases in its historical evolution are distinguished, Salvador Mercado tells us about the following:
a) Self-sufficiency. It existed during a very primitive stage of human history between family units that carried out all the essential tasks to satisfy their needs for food, clothing and shelter; self-sufficiency means no exchange, so at this stage there is no marketing
b) Primitive consumerism. In primitive society, family units were compacted to carry out economic tasks together. During this stage there was an absence of exchanges, eliminating any basis for a marketing concept.
c) Barter of goods. With the evolution of this same society, there was a social system in which material needs were met through the exchange carried out between groups and individuals and which established the authentic basis for formulating the primitive concept of marketing. The discovery of the principle of economic specialization contributed to this system.
d) Local markets. Specialization increased the importance of barter and stimulated the appearance of local markets where goods were concentrated in the same place. Initially, local markets were local in nature, later they took permanent forms such as stalls, shops, bazaars, commercial premises and squares within the same locality.
e) Monetary economy. When the economic goods offered for exchange were of a completely different and in some way indivisible value, problems arose in the exchange of merchandise and a medium of exchange was created that took various forms (cereals, livestock, and with the beginning of mining metals). Precious metals begin to be used to equate merchandise and thus, the minting of coins.
f) Primitive capitalism. It operated a scarce economy which meant that there was very little reason to study the needs or shortages of consumers and to go out in search of them to supply them with goods. Marketing at this stage is basically handled on business activities that specifically required the search for clients or markets and the transportation of articles, from production centers to consumer centers, in order to obtain merchandise.
g) Mass production. It was stimulated and hastened with the rapid increase in world population, improvements in transportation and communication, the formation of large cities and the advancement of nations, which abandoned the system of economic self-sufficiency to adopt that of specialization and accumulation of wealth; discovering during this stage the principles of standardization of pieces, serial production and the study of times and movements. The profession of management emerged and developed, creating mass distribution.
h) Prosperous Society. In a society of this nature, producers and sellers of goods and services carry out deep surveys to find out what people want in the place and what they don't need. With this information, they adjust the productive capacity in their product lines, orienting it towards the satisfaction of those interpreted desires. In a prosperous society, the concept of marketing is closer to the idea of interpreting the consumer's wishes and creating the goods that satisfy them.
This figure shows how marketing has evolved from very remote stages, mentioning that during the merchandise barter phase “there was a social system in which material needs were met through the exchange carried out between groups and individuals and which laid the authentic foundation for formulating the primitive concept of marketing ”
1.2. Background of Marketing in Mexico
Before the arrival of the Spanish, Mexico was inhabited by different peoples, among which the Mayans in the south, the Mixtecs and Zapotecs in Oaxaca, the Huastecs and Totonacs in Veracruz, and the Olmecs, Toltecs, Teotihuacans and Aztecs in the central highlands, the latter constituting one of the most resplendent cultures of the pre-Hispanic period.
The Aztecs founded the great city of Tenochtitlán in 1325, where commercialization was carried out through the pochtecas, or merchants, who sold their products in the markets or tianguis, a term that is still in force today. The tianguis were large squares where there were a large number of merchants who offered their goods to buyers, and were distributed in different sections according to their turn.
Anthropologist Jacques Soustelle points out in his book The Daily Life of the Aztecs (1955) that before the conquest there were merchants who, either occasionally or permanently (in tianguis), sold merchandise such as vegetables, birds, fish, fabrics and trinkets, without belonging to a specific class of the population. The Pochtecas, on the other hand, were merchants who monopolized foreign trade, thus constituting a privileged class.
The heads of these organizations directed caravans to the rest of the country to sell the products of Tenochtitlán (fabrics, jewelry, cochineal tincture, medicinal herbs, etc.) and bring luxury items from those places: green jade, emeralds, sea snails, etc.
Another class of merchants, called tealtinime or tecoanime, dedicated themselves to selling slaves to be sacrificed to the gods.
On the other hand, trade in Aztlán was carried out by boats or barges, since a large part of the products, such as fish, seeds, legumes, fruits and flowers, were transported through channels because the city was located in the center of a great lake.
Also, trade between Texcoco, Xochimilco, Cuitláhuac, Chalco and other cities.
1.3. Definitions
Marketing must be organized around the customer, and the main functions of the company are focused on anticipating, stimulating and satisfying the needs or tastes of the customer, making the consumer the central point of business.
Some definitions about marketing:
"Marketing is the process of planning, executing and conceptualizing prices, promoting and distributing ideas, merchandise and terms to create exchanges that satisfy individual and organizational objectives."
"It is a total system of commercial activities whose purpose is to plan, set the price, promote and distribute the products that satisfy needs among the target markets to achieve corporate objectives"
"Marketing is that human activity aimed at satisfying needs, lacks and desires through exchange processes."
"It consists in the development of an efficient distribution of goods and services to certain sectors of the consuming public."
"Marketing studies all the techniques and activities that make it possible to know which satisfactor must be produced and which is affordable and how to efficiently deliver that satisfactor to the consumer."
"It is the set of efforts that make transfers in the ownership of goods and deal with their physical distribution"
"It is the science involved in the distribution of goods from producer to consumer, excluding alterations in form"
1.4. Market types
Market concept
In economic theory, a market implies a set of conditions that determine prices. It is also defined as the place or geographical area where buyers and sellers are located and operate, goods or services are offered for sale, and property is transferred of a title.
The market is a place where sellers and buyers meet with the purpose of satisfying their needs respectively.
Among the market types, we find mainly the ones that are detailed below.
Real
It is the one that is currently available.
Potential
It is made up of prospects who do not consume, but can do so.
Current
It is made up of current consumers
Of money
There are credit operations between a person who needs to invest and another who, having financial surpluses, invests it to increase it.
Capital or Property
People buy something and as time passes they add value to it.
Free
People carry out negotiations according to the conditions that they determine between themselves.
Of Natural and Moral People
It is captured by banking institutions.
Now the classification of the markets in terms of the function or line of business.
Consumer market
Where goods and services are purchased for personal consumption and not for personal sale.
Industrial Market
Formed by organizations that purchase products, raw materials and services for the production of other semi-finished products to which they subsequently market.
Reseller Market
Made up of people and organizations that make profits from the reseller or rent goods and services to others, it is also called a distributor market made up of wholesalers, retailers, agents, brokers, among others.
Government Market
Formed by the institutions of the public sector that acquire goods and services to carry out their social functions; It does not pursue any type of economic benefit.
On the other hand, companies can also geographically classify their market and according to this the markets are divided into:
Local market
It is the one that is carried out exclusively within a plaza for example Federal District.
Regional Market
It covers certain geographical areas. Example Aguascalientes, Guanajuato. Colima, among others.
National market
It develops throughout the territory of a country. Example Mexican Republic.
International market.
It is the one that takes place abroad, between two or more countries.
The aforementioned markets contribute greatly to keeping companies up-to-date within the commercial activity, constantly conducting studies to find out the expenses and needs of consumers, as well as their environment.
1.5. Public
Any group that has a real or potential interest in, or an impact on, an organization's ability to achieve objectives.
1.6. Types of Consumers
Consumer concept.
He is the one who buys and consumes a good or service to satisfy his personal needs. It should be clarified that consumers do not buy to resell or for the industry, but refers to end consumers.
The target market is obtained after having identified the consumers who have the possibility of buying your product, contemplates its potential consumers, who in turn are part of a general public, as well as employees, entrepreneurs, shareholders, among others.
Marketing managers must take into account the needs of the public and those of the target market to be able to meet them. If the company does not take the public into account, it will eventually acquire a bad image, putting its existence at risk.
The consumer types are:
Real consumer.
It is the one that effectively purchases and uses the product.
Potential consumer.
It is the prospect that has not yet purchased the product and that nevertheless can become a real consumer.
Current consumer.
It is characterized by having the precise image of a certain product.
Intermediary consumer.
It is one that buys at the wholesale or retail level, for consumption by third parties.
Final or domestic consumer.
He is the one who buys or uses the goods or services to satisfy his personal desires and not to sell to commercial establishments.
1.7. Consumer behavior.
"They are acts, processes and social relationships sustained by individuals, groups and organizations for the obtaining, use and consequent experience with products, services and other resources."
On the other hand, for Engell, Kollat and Blackwell.
"They are the acts of individuals directly related to obtaining and using economic goods and services, including the decision processes that precede and determine those acts."
Consumer behavior is social in nature; This means that consumers must be considered based on their relationships with others.
In the purchasing process, the consumer gathers information about the alternatives, processes it, learns from the available products and determines which alternative is the most consistent with the perceived needs. Organizations make decisions through a group of people when it comes to large and important purchases; for example, the purchase of a computer or a larger piece of production equipment. Individuals also often make group decisions (whole family) when it comes to a large purchase, for example, the purchase of a car or a house. The criterion on which both consumers base their decision is similar: both take into account aspects such as unit price, performance, duration and others, but in the first there are more factors that limit the purchase,that is, there is greater planning in decisions.
Consumer problems begin when you try to develop, maintain or change your lifestyle; also when they present situations in the existence of an individual that cause changes in their lifestyle, such as change of residence, illnesses, change of job, among others.
It is very important to understand the consumer's lifestyle. Lifestyle means how a person lives, what products he buys, how he uses them, how the individual views himself, his emotions, perceptions and desires as a result of external factors that directly affect his decisions.
Consumers are classified by their behavior as follows:
• A group led by the custom of loyal consumers of a brand, who tend to be satisfied with the product or brand bought last time.
• A group of consumers unconscious and sensitive to rational claims.
• A group of price-conscious consumers, who decide by economic comparison.
• A group of impulsive consumers who buy based on the physical appearance of the product and are not very sensitive to the brand name.
• A group of consumers who react emotionally and respond to symbols of a product and are highly impressionable by the images.
• A group of new consumers who have not yet stabilized the psychological dimensions of a behavior.
1.8. Consumer behavior models.
Functions of the models.
A model is the representation of something (in our case a process). Usually, a model encompasses several components in such a way that it produces a final whole that represents something. Models of consumer behavior, like those little airplanes that children build, are also models. Each one represents, in a simple way, something else. The plastic airplane is a model of the machine that is larger and more complicated. The consumer behavior model represents its processes.
A model shows the structure of everything that has been modeled; Thus, a model of consumer behavior indicates the structure of the behavior of any of the consumers.
A model must be:
• Explainable and predictable.
• General.
• High in Heuristic power (which alludes to the discovery of facts and realities).
• High in unifying power.
• Original.
• Simple.
• Supported by facts.
• Probable (verifiable).
Usually the behavior that has been shaped is the decision-making process. A model tells us something about the properties or activities of the consumer behavior phenomenon; it is a skeleton, a schematic, a representation that is believed to occur when consumers make purchasing decisions.
There are many kinds of models used in consumer behavior. The models that are cited are the so-called exhaustive, or those that try to discover it in its entirety. These models try to include or encompass all the relevant elements in the behavior of people who consume.
1.8.1. Marshall Economic Model
It is a model developed by economists in which a specific theory about consumer behavior is marked. According to this theory, purchasing decisions are the result of economic, rational and conscious calculations. The buyer tries to spend his money on merchandise that provides him with utility according to his tastes.
Alfred Marshall consolidated classical and neoclassical traditions; He made the synthesis of supply and demand, the main source of the microeconomic concept, and used the "money measuring stick", which indicates the intensity of psychological desires in humans.
Another view of Marshall is that economic factors operate in all markets. Furthermore, it suggests the following hypotheses.
• The lower the price of a product, the higher the sale.
• The higher the price of the items, the sales will be lower.
• The higher the real income, this product will sell more as long as it is not of poor quality.
• The higher the promotional costs, the sales will also be larger.
1.8.2. Pavlov's Learning Model
This model refers to reactions to stimuli of human behavior, and is based on four central concepts: impulses, keys, responses and reactions. The impulses, called needs or motives, are the strong stimuli that incite the individual to act (hunger, thirst, cold, pain, sex, among others).
The impulse is general and induces a reaction regarding a key configuration. Thus, an advertisement for a certain brand of coffee serves as a key to stimulate the thirst impulse in a housewife; The latter may feel more motivated by the money that is discounted from the purchase of a brand of coffee than by the cheapness of the item.
The reaction is a response of the organism to the configuration of keys; If the response has been pleasant, the reaction to the stimulus that produced it is reinforced. But if the learned reaction is not reinforced, its vigor decreases, and over time it becomes extinct. Thus, the housewife's preference for a certain brand of coffee may disappear if she notices that the flavor of the coffee has deteriorated.
Pavlov's modern version is not intended to present a complete theory of behavior but offers some original insights into aspects of behavior. Pavlov's model provides guides to guide the field of advertising strategy. Repeating the advertisements produces the desirable effects and serves as a reinforcement, since after purchasing, the consumer is selectively exposed to the advertisements for the product.
This model provides guidelines for copy strategy; An advertisement has to produce strong impulses in the individual to constitute an effective key. You have to identify the strongest impulses related to the product; the announcer has to fully exploit his treasure trove of words, colors, or images, selecting key settings that can represent the strongest stimulus for those impulses.
1.8.3. O'Shaughnessy's Contemporary Model
The central premises of this model are:
• The consumer is not always aware of their wishes until a stimulus remembers it, hence the importance of advertising communication. Many consumers keep our needs "asleep" until a marketing effort awakens them, this being the precise moment in which we make the purchase.
• Consumers may want something they don't need or need something they don't want. An example of the first case is smoking; No organism is born with the need to smoke, in fact many ex-smokers left this deadly habit overnight without their organism requiring them to continue it due to some internal congenital need. In the second case, an excellent example is the relocation process, established as compulsory by the Federal District government for capital motorists.
• Products and services do not have to adapt exactly to the wishes to be purchased. These means that at the time of purchase, consumers may be willing to lower their expectations. Perhaps the best example is a visit to fashionable restaurants in the country; in most of them, when we retire we make them satisfied with the quality of the food, but dissatisfied with the service received. However, we pay without claiming the latter.
• The maximum objective of every person is happiness.
From his research on contemporary consumer behavior, O'shaughnessy concludes that consumer choice criteria represent auxiliary reasons (real and psychological) identified in products, intrinsic attractiveness, and functions the product is expected to perform:
Technical functions. Characteristics of the product or service that involve its main use, its auxiliary use and its comfort of use.
Legal functions. Characteristics of the product or service that contributes to satisfying legal, authority or family demands.
Integrative functions. Characteristics of the product or service that integrate the consumer with their social environment, their ego and category aspirations.
Economic functions. Characteristics or attributes of the product or service that allow consumer savings and / or profit maximization.
Adaptive functions. Characteristics or attributes of the product or service that reduce cognitive dissonance in the consumer.
CHAPTER 2. CHILDREN'S MARKETING
Introduction
Not for having a short stature, nor a fixed income, much less great purchasing power, we must discriminate against this benign sector, since achieving the capture of their interest, we will obtain a potential client for our product or service, as well as an advance in the attainment of future clients, since someday this little consuming child will become an adult with purchasing power, taking into account that we will have caused a good image or satisfaction in the first encounter that was obtained during his childhood.
Now, the most important question asked by the provider of children's services or products, is based on How to reach the children's sector ?, and among the questions that will arise to reach the answer to this great question are two of great transcendence for the achievement of its objectives; If the product is designed for children, should they be in the interest of the parents? Or does it make more sense to focus our efforts on capturing children's interest?
For this reason, it is necessary to take into account a theory that some experts in the field have developed, concerned with answering the question that affects us.
2.1. Market segmentation
Market segmentation is a process aimed at identifying those consumers with similar needs or homogeneous needs so that it is possible to establish for each group a differentiated commercial offer, specifically oriented towards the needs, interests and preferences of consumers. that make up that group or segment. It is the opposite strategy to the exercise of mass marketing in which the company offers a basic product without distinguishing between different needs and characteristics of the consumers.
Some of the reasons why market segmentation can be a profitable strategy are:
1. Help identify the best market opportunities, discover unserved niches and, with it, the development and launch of new products or the extension of the range of existing ones.
2. In mature or declining market products, it is possible to identify specific segments still in the growth phase.
3. It allows to establish an order of priority between the segments, which contributes to a better allocation of resources.
4. It facilitates the differentiation of the commercial performance of the company by segments through the development of marketing programs that make it possible to better adapt to the needs of consumers, thereby increasing customer loyalty.
2.1.1. Simple and Multiple Segmentation.
Management can choose between single and multiple segmentation:
Segmentación simple significa seleccionar como mercado meta un grupo homogéneo del total del mercado para satisfacer un segmento único que permite a una compañía penetrar en un mercado pequeño y adquirir reputación como empresa de expertos o especialistas en el mercado limitado. Puede introducirse en ese mercado con recursos limitados. El riesgo consiste en que el vendedor apuesta todo a un sólo número. Si disminuye el mercado potencial el vendedor puede tener graves problemas.
Multiple segmentation in this, two or more different groups of potential customers are identified as target market segments. A separate marketing mix is developed to obtain each segment; A company will develop a different variety of the basic product for each segment as part of the multiple segmentation strategy. It can also be done without product changes, with separate marketing programs geared towards a different segment of the market.
2.1.2. The Children's Market
The children's market (with a school age of 5 to 13 years) results in three ways in marketing.
• First, children can influence parents' purchases.
• Second, parents spend hundreds of millions of dollars on this group.
• Third, children make purchases of goods and services for their personal use.
The adolescent market is an important market and difficult to conquer. Young people are not all the same; the 13-16 age group is certainly very different from the 17-20 age group.
2.2. Children's Consumers.
As a consumer, the child has unique needs, with which households open their doors to a consumption of categories until then absent from their purchase plan (diapers, infant milk, anti-irritation creams, thermometers, safe but effective medicines, clothing, etc.) that later multiply and belong to that need.
At first, it is about the needs of a baby outside the purchase decision. In this phase, the key influencers are in the closest environment (essentially, the mother). The buyer needs information and the media such as television and radio are too short to communicate it to its full extent. If you want to influence this environment, you will need print media (today interactive, such as the Internet). If the product is simple and mature, the mass media and in particular television will be essential.
Word of mouth will be a key medium in everything related to technology transfer between veterans (mothers, sisters and friends) and the least experienced.
At three years old, the boy debuts in the world of consumption as an actor. Over time, the increasing occupation of the traditional final decision maker transfers the role of prescriber to the child, who goes from being irrelevant to an accomplice, if he transmits "clues" to his mother about his preferences.
It will be between the ages of three and eight when the mass media demonstrate their superiority over any other. The child is the one who spends the most time exposed to the media. Choosing among three children's prime time bands, spread out six hours a day and for almost three hours a day, the child is "the audience".
Television is electronic wallpaper, but it draws your attention in those advertisements for the "must-have game", the "collection that all children make" and "the dessert that elite athletes eat". Word of mouth is the pointer aimed at what must be seen, heard, exhibited and hidden.
Companies have discovered how important it is to be where the child is and the efforts are increasingly extensive. At its launch, Pokemon used direct response advertising, 1.5 million video tapes sent to Gameboy owners, a television series, magazines, rules of the game books, a starter kit, and so on up to a dozen other media. When launching "Cristal", the fifth Pokemon game, it already had 1,500 licensees and over 5,000 different products that were active brand displays.
How can we realize the role that the infant is assuming ranges from not taking into account, to being the main actor in decision-making for the acquisition of a product or service, being the key piece in the success or failure of a innovation in the market.
As we can see, in the consumer society in which we live, children are potential customers, and we can see it in an infinite range of companies that have dedicated themselves to this sector of the market, and examples of this is the Disney brand, that her marketing focused on children has led her to be one of the most important corporations in the field, managing everything from movies to products from her own films, and selling her image rights for some other products such as cell phones, watches, televisions, bicycles, among several other products, and this situation is not endemic to European countries, although all studies have been carried out in this consumer sector.
2.3. Marketing mix
The marketing mix is the set of controllable marketing tactical tools (Product, Price, Place and Promotion) that the company combines to produce the desired response in the target market. The marketing mix includes everything the company can do to influence demand for its product. The many possibilities can be brought together in four groups of variables known as the "four Ps": product, price, place and promotion)
1. Product refers to the combination of goods and services that the company offers to the target market.
A very useful definition for marketing professionals:
A product is a set of tangible and intangible attributes, which includes, among other things, packaging, color, price, quality and brand together with the service and the representation of the seller.
1. A product can be a tangible good or a service that is sold to a commercial customer or an end consumer. A customer buys a product, and a consumer uses it. Sometimes these are one and the same, as an industrial company can also be a customer and a consumer. For example, Movistar could buy Nokia phones, so it is a customer and markets its services through these phones to the end consumer who uses Nokia phones and consumes movistar services.
For example:
2. Price is the amount of money that customers must pay to obtain the product. Particularly, this section comes to have a certain insignificance in the decision of the children's buyers, since it is the only thing that they do not take into account, the popes being in charge of assuming the expense for the purchase of the product as it is in most of the occasions. Now while trying to put ourselves in the decision of the buyers, we must emphasize in reminding them that the best product is not always going to be the most expensive or the one that is most striking, much less the one that receives the most publicity, even trying to answer the Question of How much is this product worth to us as consumers? Will it really satisfy the needs or whims of our children?
3. Plaza refers to the company's activities that make the product available to target consumers
Distribution channels are the key to this area. A company has to find the most profitable way to get the product to the consumer.
Direct marketing through catalogs, a telesales channel or the Internet have become popular, since the consumer can buy from home.
Companies, which can remove the intermediary from the process, can therefore make more profits. Bypassing the chain of wholesalers and retailers, however, this chain is the most popular form of distribution, as most people go to physical stores to buy the products.
4. Promotion are those activities that communicate the merits of the product and convince customers to buy it.
The main promotional objectives are to persuade, inform and make people recognize a brand, as well as improving sales figures. Advertising is the most widely used form of promotion, and can be through the media such as television, internet, radio, magazines, cinema or outdoors (billboards, posters). According to the market segment you want to target, the means of communication is chosen as well as the cost:
If it is a matter of promoting a children's toy, the ideal is a television advertisement on a children's channel or in a children's strip, if you have a local restaurant, it is better to promote it on the radio or local press.
In the promotion of a product there are also various tactics (contests, loyalty cards, gifts for the purchase of packs, etc.) that aim to increase sales, such as contests (when Coca-Cola holds contests, you must buy its products to have the pin with which you have the option of being awarded.
The marketing mix is the company's toolkit to establish a firm position in the target markets.
The initial concept of the marketing mix and the “4 Ps” (four pes) was evolving until Robert Lauterborn suggested that each “P” of the supply corresponds to a “C” of the demand. Therefore, the “4 Cs” (four ces) would represent these same factors, but from the point of view of demand, that is, of the consumer.
4 Ps (Offer - the point of view of the company)
We must not forget that to carry out a successful marketing mix it is necessary for the company to take into account the market segment to which its product is directed. The marketing mix that could be used with the children's market is different from the youth market, with the business market than with the consumer market, or with the Mexican market in relation to the Canadian market.
2.4. The Relationship of Brands to Children
The child lives immersed in brands from early childhood. In studies carried out in the United States, it is estimated that the child's first visit to a supermarket is made after two months of life; the first request for a brand (by gestures, pointing or verbally), at 24 months; the first independent selection (“put it in the cart or take it”), at 42 months (sometimes earlier); his first assisted purchase, at 66 months; and his first solo purchase, around the age of 8.
Although they cannot simply be extended to the Spanish reality, it does not seem that these data could differ too much for our children. And what does the child recognize, prescribe or buy?: The brands she knows from her family consumption or from television advertising.
In a study by José Luis Nueno on the consumer in the 21st century, the following is demonstrated (1 = "totally disagree" and 7 = "totally agree"):
Households with young children have a marked tendency to buy brands from the main manufacturers (more due to the influence of parents, who sometimes go to the stores as newbies and use them as "clues" to identify the function).
Children and young people have a great influence on the products and brands purchased (valuation of 5.67 out of 7).
The opinion of children between 6 and 14 years old must be taken into account when buying food (valuation of 4.62).
Children spend many hours watching television. During the year 2000, children between 4 and 12 years of age consumed an average of 2 hours and 34 minutes of television per day. This consumption is in line with that accumulated as of July 2001, which stood at 2 hours and 26 minutes (average that will increase with Christmas consumption at the end of the year).
In a survey carried out by the Institute of Creativity and Innovation of the University of Valencia on leisure activities during the weekend, “watching television” was in third place in the ranking, with 29.3% of the responses. If we consider that activity number two is "being with the family", we could consider that the real position of "watching television" is number two. With reference to the activities that are carried out after finishing the day at school, “watching television” is in second place, with 26.8%, only preceded by “doing homework”.
2.4.1. Children's Behavior Before Brands.
To explain behavior towards brands in the children's market, we can move to the broader framework of theories on consumer behavior. The child recognizes, buys and prescribes her favorite brands. However, as in the case of the adult consumer, for each product category there is a “restricted recall capacity” with the preferred brands for that category. It is not surprising, therefore, that at the time of purchase the child can opt for his second or third brand, for the existence of an attractive promotion, for the unavailability of the first or for the simple fact of trying something new. The novelties play an important role (a new promotion, a new format, a new flavor or a totally innovative product). In surveys of the appeal of new things to children,the answers offer the results shown in the following table:
"Novelty" is perceived as an advantage of products that appear on television. Possessing the new is a way of standing out and being respected and admired within the group. Therefore, it is a factor that must be taken into account in the marketing mix of products aimed at children.
2.5. Self-regulation Code on Television Content and Children
Self-regulation in television programming is a requirement that has long been reiterated by community institutions. It has already been included in the European Parliament Resolution of 24 October 1997 on the Green Paper on the protection of minors and human dignity in the new audiovisual and information services. And it is expressed with increasing force. Thus, for example, on September 19, 2000, the European Parliament itself declared "urgent that all European television operators establish a self-regulation code for the protection of minors that contains social control mechanisms and severe sanction clauses in the event of non-compliance ”(Report on the Commission communication:"Study on parental control over television programs").
The content of a self-regulation code must be acceptable to all television signatories of the same, when establishing the principles that must be respected when programming television content. The adoption of a common code does not prevent each operator from maintaining its own editorial line or internal ethical standards, or even from developing the principles of the code by establishing greater demands. Guides or principles are set, inspired, fundamentally, by norms that are already in force, but dispersedly, in a multitude of diverse regulations: on the protection of children and youth, on the protection of health and the right to honor, about advertising, etc. The basic principles of this code are based on the Spanish Constitution itself, in particular in its article 39.4 which establishes specific protection for children's rights, which is consolidated with the ratification by Spain, in November 1990, of the United Nations Organization Convention of 20 November 1989 on the rights of the child. boy.
This code has been elaborated with the intention of making the values that inform the current democratic social state of law compatible with each other: freedom of expression with respect to the rights of the personality; interdiction of violence; discrimination and intolerance, and the protection of children and youth. The code establishes a series of general principles to improve the effectiveness, within the time slot between six and twenty-two hours, of the legal protection of minors with respect to television programming broadcast during said hours. Likewise, and the television signatories are aware that, within the concept of minors used by current legislation, it is convenient to differentiate between the child and youth public,The present code contemplates certain strips of reinforced protection for children, understanding as such minors under thirteen. In these bands, the signatory televisions will avoid the broadcast of inappropriate content for these minors, increasing, at the same time, the signaling of those to facilitate parental control. The televisions adhered to this code consider that the self-regulation system carried out in the field of television advertising, by signing the Agreement dated June 13, 2002, mentioned in section I.3, is suitable and has been shown effective to achieve the correct application and compliance with the provisions of the Television without Borders Law, regarding the protection of children and youth in relation to television advertising.
The signatory channels are convinced that parents or guardians and minors who know how to use audiovisual media, supported by effective self-regulation and content classification systems, will be better prepared to make good use of television programming.
In any case, it should be noted that the best protection for children and youth requires the active behavior of parents and educators, who are more directly responsible for the education of children and young people.
In this sense, the operators adhering to this code can only commit to demand the correct exercise of such responsibility, without prejudice to the necessary collaboration that such an influential communication medium as television must provide to parents and educators. This collaboration is aimed at preserving certain content in protected time zones and, above all, in an effort to improve and increase the current system of qualification and signaling of programming, as the best way to provide parents or guardians with a effective tool so that they can exercise their responsibility to control the television contents followed by the minors in their charge.
This code starts from the basic consideration that the classification of audiovisual content plays a relevant role in the television protection of minors. It should not be forgotten that they increasingly access identical or similar content through various audiovisual media, such as film, video, video games and the Internet. For this reason, it is desirable that the systems for classifying content by age are more homogeneous and coherent among themselves. The classification criteria included in the annex to the code have been established with reference to the age ratings given by the Institute of Audiovisual Sciences and Arts (ICAA) to cinematographic films, especially those rated as not recommended for under the age of thirteen.
The guiding criteria for the classification of television content seek to adapt to the current Spanish social reality.
The signatory televisions are aware of the special incidence of children during school vacations and expressly express their intention to show a special sensitivity to that fact when preparing television programming.
The television channels that subscribe to this code have a clear and unequivocal will to give it credibility and give it public confidence. For this reason, two bodies have been designed to guarantee their respect and compliance. A first level or instance will be constituted by a Self-regulation Committee, which will resolve any doubts that may arise and will process any complaints and claims that may arise regarding the application of the code. In addition, a Mixed Monitoring Commission is established to act as a second instance in cases in which the opinions of the Self-regulation Committee have not been heeded.
I. Previous agreements, codes or protocols
1. Agreement on principles for the self-regulation of television channels in relation to certain contents of their programming referring to the protection of children and youth formulated by the Ministry of Education and Science, the Ministries of Education of the Autonomous Communities and the Cadenas de Televisión, signed in March 1993.
2. Agreement establishing a uniform signaling system for the classification of television programs according to their degree of suitability for minors, signed on October 21, 1999.
3. Agreement signed on June 13, 2002, by Antena 3 Televisión, RTVE, Publiespaña-Tele 5, Sogecable, FORTA, the Association for the Self-regulation of Commercial Communication (AUTOCONTROL), and the Spanish Association of Advertisers.
4. Agreement for the promotion of self-regulation of advertising activity in the television medium dated December 19, 2003, signed by the Secretary of State for Telecommunications and for the Information Society and the Association for the Self-regulation of Commercial Communication recognizing the Convention mentioned in point 3 above.
II. Minors and television programming during protected hours (06:00 to 22:00)
1. Principles
to. Guarantee respect for the fundamental rights of minors who participate in television programming.
b. Encourage parental control so that parents or guardians are given a critical choice of the programs children watch.
c. Collaborate in a correct and adequate literacy of children, avoiding indecent or insulting language, including, expressly, the SMS messages that appear on the screen.
d. Avoid inciting children to imitate behaviors that are harmful or dangerous to health, especially: inciting the consumption of any type of drug and the cult of extreme thinness.
and. Avoid the instrumental use of personal and family conflicts as a spectacle, creating confusion in minors.
F. Avoid messages or scenes of explicit violent or sexual content that lack educational or informative content in the programs of the children's audience, as well as in their advertising cuts.
g. Assign qualified professionals to programs aimed at children.
h. To sensitize all professionals related to the preparation of programming or broadcasts with the problems of childhood, in the way deemed appropriate by each television company.
i. Encourage presenters or hosts of live programs to notice situations that may affect the protection of minors so as to minimize any possible harm that may be caused to them.
j. Avoid demonstrations of occult sciences or cult of sects, without educational or pedagogical purpose to alert minors.
2. Presence of minors in television programming: Programs, news and advertising
to. Images or mentions of minors as authors, witnesses or victims of illegal acts will not be issued.
b. Images or mentions of minors with serious pathologies or disabilities will not be used for propaganda purposes or against their dignity.
c. Identified minors will not be shown consuming alcohol, tobacco or narcotic substances.
d. Identified minors in crisis situations will not be interviewed (fugitives from their home, who have attempted suicide, instrumentalized by adults for crime, involved in prostitution, with their parents or close relatives involved in judicial processes or confined in prison, etc.).
and. The participation of minors will not be allowed in the programs in which the granting of their guardianship in favor of any of their parents or their conduct is discussed.
F. Minors will not be used in imitations of humiliating adult behaviors.
3. Minors as viewers of the news
to. The emission of images of violence, humiliating treatment, or sex not necessary for the understanding of the news will be avoided.
b. The emission of particularly crude or brutal sequences will be avoided.
c. In cases of relevant social or informational value that justify the issuance of the aforementioned news or images, viewers will be warned of their inadequacy for children.
4. Advertising
In everything related to television advertising, the provisions of the Agreement of December 19, 2003, cited in section I.4 above, by which the Secretary of State for Telecommunications and for the Information Society recognized expressly the usefulness of the self-regulation procedure created in the aforementioned Convention of June 13, 2002, which is attached as an annex to this code.
III. Minors and television programming. Stripes of reinforced protection
1. Principles
to. Avoid common childhood and youth treatment, given the obvious difference. The legal hours for the protection of minors (06: 00-22: 00) include both categories, so what should be sought is the determination of the strips of reinforced protection for children, understanding as such the most vulnerable age segment: <13 years, following a uniformity criterion with the age qualification tables followed by the ICAA and Royal Decree 410/2002, of May 3, which elevated the Convention of October 21, to the category of rule of general application. 1999, cited in the previous section I.2 of this code.
b. The establishment of these strips starts from the recognition that, in this time slot, the children's public may not be supported by the presence of an adult, nor have parental control.
2. Stripes of reinforced protection
to. Monday to Friday: from 08:00 to 9:00 and from 17:00 to 20:00.
b. Saturdays and Sundays: between 9:00 and 12:00.
c. The hourly protection strip on Saturdays and Sundays will apply to the following days:
· January 1 and 6
· Good Friday
· May 1
· October 12
· November 1
· December 6, 8 and 25
d. In the case of operators adhering to this code, whose territorial scope of coverage is not state, will be added to the list of days assimilated to the strip of Saturdays and Sundays those that are holidays in their territory.
and. In the periods of school vacations, the strips of reinforced protection established with ordinary character in the previous sections will apply for the whole of the year. However, and taking into account the special circumstances of those periods, the signatories of this code will show a special sensitivity and care in programming.
F. In the event of events of marked informative relevance, which lead television operators to broadcast important news in the 5 strips of reinforced protection, the provisions of section II.3.c) of this code will be followed.
IV. Classification, signaling and broadcasting of television programs
1. General principle
Encourage parental control, so that parents or guardians are provided with a critical selection of the programs that minors watch, for which reason, the television companies that adhere to this code undertake to reinforce the application of the television programming signaling system.
2. Classification
The guiding criteria for the classification of television programs according to their degree of suitability for children and youth are attached as an annex to this code.
3. Signaling
to. The signaling system currently in force will be applied, not only to the programs, but also to the promotion spaces of those programs.
b. The promotion of qualified programs for adults in the strips of reinforced protection will be avoided.
c. Programs not recommended for all audiences that are broadcast in the strips of reinforced protection will be permanently marked.
d. Promotions that are issued between 06:00 and 22:00 will be prevented. Majority rated programs include images or sounds that are the cause of your adult rating.
and. The signage currently in force will be included in the information on the programming that is offered to the public through different means (website, daily press, magazines, etc.).
4. Broadcasting of television programs
to. Protected hours: Programs classified as "not recommended for those under 18 years of age" may not be broadcast.
b. Strips of reinforced protection: Programs classified as "not recommended for children under 13 years of age" may not be broadcast.
V. Control and monitoring of the application of the code
The televisions adhered to this regulation code will closely monitor its application, immediately correcting any possible breaches that are detected.
Two bodies are established to monitor and control this code:
1. The Self-Regulation Committee
to. Composition
· Signatory television operators of the code.
· Producers of television content.
· Journalists.
b. Features
· Issuing opinions regarding the doubts presented by television operators adhering to the code on the adequacy of certain content to the standards established therein. The Self-Regulation Committee will prepare a procedure for handling any doubts that may arise.
• Issue opinions on complaints or claims presented by associations of parents, educators, youth and children and consumers and users with implantation throughout the Spanish territory. The Self-Regulation Committee will elaborate a procedure for the processing of the claims that could be presented.
• Those opinions must conclude with one of the following recommendations:
There are no inconveniences for the issue.
Disadvantages are appreciated that must be remedied in the sense indicated
The emission cannot take place in the reinforced protection hour section.
The broadcast can only be carried out during non-protected hours.
• Prepare periodic activity reports that will be sent to the Joint Monitoring Commission.
2. The Joint Monitoring Commission
The Mixed Code Monitoring Committee will meet regularly on a quarterly basis, and extraordinarily at any time, at the request of at least four of its members at least five days in advance.
In the sessions of this Commission, the application of the code in the preceding period will be reported and its compliance by each of the television operators will be evaluated.
to. Composition
• A joint representation of:
Members of the Self-Regulation Committee and
Representative organizations of civil society related to the object of this code.
• The Administration may be present, with voice but without vote, assuming the secretariat of the Commission.
b. Features
• Ensure proper code compliance.
• Analyze the aspects related to the application of the code.
• Issue opinions, which may be made public, on the issues raised and adopt the resolutions it deems appropriate.
• Issue an annual report, which will be public, on the results of the application of the code.
• Collaborate with the Self-Regulation Committee, transmitting the suggestions and complaints that are given in relation to television content and minors, for the adoption by those adhering to the code of the appropriate measures within the framework of what is established therein.
c. Process
• Operators adhering to the code and the aforementioned associations, whose doubts, complaints or claims have been the subject of the opinion of the Self-regulation Committee, and such opinion would not have been addressed, may address the Mixed Monitoring Commission.
• If the Commission confirms the persistence of a breach of the code, it may contact the television operator, ordering it to comply. In the event of neglect by the operator, the Commission will publicly report said non-compliance and, in the event that it is considered that it could entail 7 a violation of current legislation on television content, it would be brought to the attention of the competent Administration for processing of the corresponding sanctioning file, if applicable.
• In the event of detecting a breach of the code, the Commission will contact the Self-Regulation Committee to initiate the corresponding procedure before the offending chain, for its immediate adaptation to the code.
d. Constitution and agreements
• For its valid constitution, the presence of at least two-thirds of its members with voice and vote will be necessary on first call, the simple majority of its members being sufficient on second call.
• For the adoption of its resolutions, the vote of the majority of its members present with the right to vote will be required.
SAW. Additional measures
1. Media literacy
New technologies and innovation in the media are leading to an evolution of the media landscape that requires both children and their parents or guardians to learn to use audiovisual media more effectively. Knowing where information can be found and how to interpret it is an essential task today.
The operators signing this code will collaborate with public authorities and private entities interested in promoting the responsible use of audiovisual media, specifically, the television medium in all its forms of dissemination.
2. Parental control on digital television
In development of the basic principle of promoting parental control, the operators signing this code consider it essential to address the protection of minors in new digital television services.
For this, it must be ensured that the parents or guardians have adequate information and effective technical means that allow them to exercise their responsibility and authority in the television content that the minors in their care see.
The operators signing this code will collaborate and promote the best use, in the field of digital television, of technical means such as personal access codes, "blocking" computer programs, electronic programming guides (EPG). In particular, the decisions or guidelines that come from the Working Group constituted in the DVB forum to develop classification and filtering systems applicable to audiovisual content will be followed.
VII. Commitment of public television
Public operators adhering to this code who manage in their respective territorial coverage areas more than one generalist channel (that is, whose programming does not have specific thematic characteristics) broadcast open, undertake that, in the strips of reinforced protection, the except in one of said channels, a program specifically for children or alternatively educational, cultural, informative or sports is preferably broadcast, and, in any case, classified for all audiences.
VIII. Subjective scope and dissemination of the code
1. Subjective scope of the code
to. This code is exclusively applicable to open broadcasts made by television operators adhered to it, as an alternative to filtering systems that allow strict parental control through technical means such as cards or "keys", personal codes of access, “blocking” software, etc.
b. Its application is understood without prejudice to current regulations on television content.
c. The signing operators can, unilaterally, assume higher levels of demand than those established in this code.
2. Dissemination of the code
The television companies that sign this code undertake to:
to. Give wide dissemination to this code through the television medium, in spaces of great audience, particularly during the first six months of its validity.
b. Periodically disseminate the contents of the code and the signaling references of television programming.
c. Periodically carry out and disseminate an awareness campaign for the responsible use of the television medium.
IX. Code revision and validity
1. Review
The Self-Regulation Committee may promote, with the agreement of at least two thirds of its members, the revision of the code, which must be approved unanimously.
2. Validity
This code has an indefinite validity.
Transitional provision
Given the complexity of applying this code, especially in all those issues arising from the classification of programs, and their adaptation to the provisions of the text, the Self-Regulation Committee will articulate its progressive entry into force, having as a maximum limit for its full validity, ninety calendar days from its signature.
In the month following the signing, the bodies provided for in section V of this code will be established.
During this period, the signatory operators will be extremely zealous in applying the principles contained in this code, ensuring the Self-Regulation Committee, which will report on its activities to the Joint Monitoring Commission.
Final provision
The signatories of this code undertake to inform the
competent Administration.
SELF-REGULATION CODE ON TELEVISION CONTENTS AND CHILDREN
GUIDANCE CRITERIA FOR THE CLASSIFICATION OF
TELEVISION PROGRAMS
These criteria are purely guiding in nature and are intended to provide those responsible for applying television ratings to television services with homogeneous benchmarks to facilitate their work. The enumeration of specific cases or examples is not limiting, as it is merely indicative and not limiting or exhaustive.
The criteria have focused on two main variables: conflicting social and thematic behaviors. Furthermore, due to its special social significance, specific criteria have been established for the treatment of violence and sex.
The classification applicable to a program will be the one corresponding to the highest restriction that appears in relation to any of the four topics analyzed to carry out the qualification.
CLASSIFICATION OF PROGRAMS
I.- PROGRAMS ESPECIALLY RECOMMENDED FOR CHILDREN
Social behaviors:
Programs that include a positive description of children's behaviors promoting values such as solidarity, equality, cooperation, non-violence and protection of the environment.
Violence:
Programs in which there is an absence of violence.
Conflictive theme:
Programs in which the conflictive theme is limited to small conflicts typical of childhood, resolved positively.
Sex:
Educational or pedagogical programs for sexual training, specifically aimed at children under the age of seven.
II.- PROGRAMS FOR ALL PUBLIC
Social behaviors:
This classification allows the description of non-conflictive adult behaviors, although they may not be intelligible for children under seven years of age, provided they cannot disturb their development.
Violence:
This classification allows the presence of a minimal violence that does not affect assimilable characters in the affective environment of a minor or that facilitates distancing due to their parodic or humorous treatment.
Conflicting theme:
This classification allows the presence of elements of anguish or fear, provided that it is minimal or compensated by the use of caricature or humor to lessen its impact.
Sex:
This classification allows, casual or innocent nudity, without erotic manifestations or humiliating qualifications, or the presentation of affective relationships without sexual connotations.
III. PROGRAMS NOT RECOMMENDED FOR CHILDREN UNDER 7 YEARS OLD (NR 7)
Social behaviors:
1. The description of unintelligible behaviors, attitudes and customs for the minor of seven years when they can create confusion.
2. The presentation of intolerant attitudes or that imply contempt for a similar, without educational or pedagogical purpose.
3. The non-critical presentation of actions against human rights, equality and the environment.
4. The use, display or mention of illicit drugs, except for informational or educational purposes.
Violence:
The presence, even sporadic, of verbal or physical violence. However, it must be taken into account if this violence does not affect real characters (people or animals) and / or is treated in a humorous way or with parodic intention, allowing the child under seven years of age a clear perception of its fictitious character.
For the evaluation of the violence present in the program, it should be taken into account if the characters or situations are part of the children's imagination, that is, if they correspond to narrations or characters (children's stories, witches, ogres, etc.) integrated into the habitual learning process of a child under seven years.
However, and in reverse, this assessment must consider, even in these cases, the delinquency and intensity with which acts or situations of violence occur and if they affect the family environment of a minor.
Conflicting theme:
1. Fiction programs in which the plot is difficult for the child under seven to discern elemental Manicheism between "good" and "bad".
2. The presentation of conflicts of social, cultural, religious, political, sexual, etc., that dramatically affect the family environment of a minor, or that require a minimum (Re) knowledge of their existence by the minor of seven years, or adversely affect understanding of their normal environment.
3. Scenes or images, even sporadic, capable of causing anguish or fear, such as, for example, those related to paranormal phenomena, exorcisms, vampirism or diabolical appearances, etc.
4. The explicit and useless presentation of corpses and human remains, even when they do not affect characters close to the family or emotional environment of a minor.
The evaluation of the presentations referred to in points 3 and 4 must take into account whether the characters are part of the children's imagination, as well as the degree of distance that the child under seven years of age allows, through humor and caricature.
Conversely, the delinquency and intensity with which situations of fear or anguish arise will be taken into account.
Sex:
Materials of an educational or pedagogical nature for sexual training, not specifically aimed at children under the age of seven.
IV. PROGRAMS NOT RECOMMENDED FOR PEOPLE UNDER THE AGE OF 13 (NR 13)
Social behaviors:
1. The presentation of behaviors and attitudes that, without an educational or informative purpose, incites the imitation of intolerant, racist, sexist and violent attitudes; competitive behaviors that do not respect the rules or the rights of others; careerism at any price; profane or blasphemous language; unsuitable for a child under the age of thirteen; prostitution etc.
2. The positive presentation of situations of institutional corruption (public or private); the non-detailed presentation of the corruption of minors and the trafficking in whites, unless the purpose is specifically to inform, educate and prevent minors.
3. The non-critical presentation of situations and denigratory manifestations towards religions, cultures, ideologies, philosophies, etc., unless the historical or geographical context allows the distance of the minor of thirteen years. The informative treatment of a negative event associated with religions, cultures, ideologies, philosophies, etc. is excepted.
4. The presentation of the consumption of substances (tobacco, alcohol) that may be harmful to health, or the presentation of the cult of extreme thinness, when this presentation is likely to create imitative behavior.
5. The presentation of the habitual use and the effects of the consumption of illicit drugs, except in the case that it is done for educational and informative purposes.
Violence:
1. The presence of physical violence with serious harm to people, which is likely to create imitative behavior.
2. The presentation of violence as a way to solve problems.
3. The realistic, cruel or detailed presentation of violent acts.
4. The presentation of unjustified or gratuitous violence, even if it is of a low intensity level, or carried out by "positive" protagonists or characters who appear to be the authors of individual violent acts.
In addition to what is established in the previous points applicable in general, the degree of violence present in fiction programs must be assessed taking into account the "genre of the program" (west, police, war, Roman, science fiction, etc..). Likewise, the historical context in which the plot takes place must be taken into account, understanding that there are a series of narrative conventions that can make a greater presence of violence acceptable. It will also be assessed whether violent behavior has been rewarded or rewarded or whether unjustified violence has gone unpunished.
Conflicting theme:
1. The presentation as positive of people or characters that assume harmful, violent or illegal behaviors and conducts.
2. The explicit presentation and without positive solution of serious emotional conflicts (for example, revenge, hatred within the family, abuse, sexual identity problems, incest, traumatic divorce, domestic violence, etc.), and exacerbated conflicts of a racial, political, social, religious nature, etc.
3. The approach of moral dilemmas that generate anxiety, due to the absence of a positive solution and its irreversible negative consequences, and the appearance of scenes and images based on the predominance of fear and terror, with abuse of it.
4. The explicit presentation of the death of characters close to the family or emotional environment of a minor, when the situation is not resolved without causing anguish.
5. The presentation of terror, with recreation in the effects of anguish, not tempered by humor.
Sex:
The presentation of affective-sentimental relationships that appear with explicit sexual manifestations, the insinuation of sexual acts and / or erotic content, except in those cases in which romanticism is predominant, or its humorous or parodic treatment generates an effect of distancing and attenuation of erotic character.
V. PROGRAMS NOT RECOMMENDED FOR PEOPLE UNDER THE AGE OF 18 (NR 18)
Social behaviors:
1. The positive and complacent presentation of intolerant or discriminatory attitudes and criminal behavior.
2. Programs that base their content on the presentation or analysis of the practice of prostitution, or contain the explicit description of the corruption of minors or of the white slave trade, unless the purpose is specifically informative, or educational to alert the minors.
3. The positive presentation or in a way that may incite the consumption of addiction to drugs or substances harmful to health (alcoholism or smoking, drug addiction), or the cult of extreme thinness.
Violence:
1. The presentation of physical violence explicitly, with manifest results of injuries and death of people shown in an open and detailed way.
2. The detailed presentation of torture, homicides and other violations of human dignity such as abuse in general, abuse based on race, religion, sex, age, etc., 3. The exaltation of violent behaviors or that present violence as the best way to solve conflicts.
Conflicting theme:
1. The explicit and instrumental presentation of serious emotional conflicts (for example revenge, hatred within the family, mistreatment, sexual identity problems, incest, traumatic divorce, domestic violence, etc.), without constructive treatment.
2. The presentation in detail and as unsolvable, or only solvable through violence, social, political, religious, sexual, racial conflicts, etc.
Sex:
1. The presentation of sexual relations in an obscene way.
2. The presence in sexual relations of sadomasochistic elements, or of other practices that suppose a degradation of human dignity.
3. Pornography.
CHAPTER 3. CHILDREN'S MARKETING TODAY TOMORROW
Introduction
A few years ago we could not observe children's marketing in countless products or services, most of them focused on toys, perhaps clothing, and occasionally one or another food, but the reality in which we live offers us many products and services for the children of today satisfying their current needs, without forgetting those of the parents who have helped them to see their children grow because how can we realize the different toiletries for the little ones that today already have the character preferably the little one, and they have changed the taste of medicinal products so that they do not reject it at this point we can find SUEROX, in the same way we find an infinity of products and services for the small consumers of tomorrow.
3.1 Evolution of children's marketing
Over the years, marketing has dabbled in areas of opportunity, innovating in existing products such as cell phones, televisions, food products, magazines, among others, that with the fact of putting a children's concept in these products, children prefer these products to an existing one without this feature.
On the other hand, we find creativity, this concept envelops us in an imaginable world of creations, finding original solutions for both parents and children. An example of this is the service offered by BBVA Bancomer, the winner card, which is a card that encourages savings Children's, the city of children a place created solely for them.
1. The success of children's products will be marked by the creation of additional values and by the capacity of multifunctionality. Present and future generations are distinguished and will be distinguished by the absence of unidirectionality; rather the opposite, the ability to observe and choose in 360 degrees. In terms of added values, we will attend a widespread practice of brand licensing in all areas. Existing brands and others created ex-profeso. But something really interesting is that many of these brands will expand their presence to other sectors that are not their own: from toys to fashion or food.
2. Greater consumption of food products made from a more nutritional point of view. It is evident that the new lifestyle, with little time to prepare food for children, and new health concerns, will imply a consumption of food products that combine the ready-to-eat with balanced menus.
3. The cars destined for the family target will incorporate profound changes in their habitability. And is that, if we take into account the time we spend in the vehicle with our children, we get an idea that, on many occasions, our car is a continuation of our family life, a second home. If a few years ago the problem was long distances and the boredom of minors and we solved it with DVD screens, now we will go a little further to respond to new needs. Thus, they will look for upholstery resistant to stains or odors, the possibility of having fresh water in the car or multi-connection devices.
4. Simpler, more intuitive electronic devices, with more functions, with personal choice and configuration of the aesthetics of each one of them according to the wearer of the same.
5. Family vacation destinations will be chosen for the presence or absence of activities and / or services designed by and for children. The family thinks of vacations with an eye towards children, the criteria that will stand out when choosing a destination or accommodation will be those that have a range of services that generate comfort in the family, entertainment for children, tranquility for parents. That is, hotels with larger rooms, thematic channels, game consoles, monitors / caregivers, microwaves in the rooms and bottle warmers; and trips with monitors-animators, with activities designed for children.
6. Business decision making. R&D projects are necessary in the creation of new products. R&D that will come configured from the conversation between the client and the brand. The product will be the result of dialogue between equals.
The child and adolescent will become protagonists of strategic and future decisions. Their power in family decisions, the knowledge they have about the range of products on the market, the clarity of ideas they have about the values that products and brands should have, make them active subjects and necessary interlocutors for all those who want to build strengths with consumers. The brand will adapt and adapt to consumers. New products for new times. Business decisions will have to be made by listening actively to the consumer and in the media in which they are common.
7. Education. The teaching will also see some changes that are already beginning to emerge. Greater participation of the company and brands in the learning processes of secondary school students and greater collaboration with schools in the development of subjects of a citizen nature such as consumer education or environmental education. Brands aimed at children and adolescents must learn to speak and connect with the world of school to offer themselves as collaborators of the educational community in the education of responsible consumers and citizens of the 21st century.
8. The point of sale. The retail spaces for children will undergo an evolution with the user in mind. They must be multifaceted spaces. Thinking about the family target and serving them comprehensively.
9. The supports. We will witness a change in the way of watching television and of perceiving the brand and the product due to their media presence. Television, Internet, mobile or consoles will coexist with the rebirth of the recreational space on the street and the new cathedrals of consumption that are shopping centers. The street, that space that we were beginning to forget thanks to all the data that tells us about the consumption of screens, will once again acquire a special role in the hands of the gang and the public administration that will bet on the creation of multifunctional outdoor spaces; wifi, games, etc.
10. Communication will make a difference. Although it seems obvious to say this, it is necessary, once again, to certify an overwhelming reality: children and adolescents are the greatest gourmet consumers of advertising and everything that concerns it. And the reading of it is that the brands and their products can be very innovative.
Communication will make the difference between brands and products and should permeate all marketing decisions; price, point of sale, packaging, product, social image. You must communicate the same and be consistent over time.
The communication of the product must contemplate an emotional kit: humor, fun, surprise, a little bit of transgression and a little reason regarding the price.
3.2 Mexican legislation for advertising
3.2.1. Advertising Code of Ethics
I LEGALITY
Advertising will adhere to current legal norms and the provisions emanating from this Code.
II HONESTY
The publicity will be done with rectitude and integrity, using adequate information and documentation. Advertising will refer to goods, products, services or concepts in such a way that it does not cause confusion to the receiving public.
III DECENT
Advertising, in whatever medium appears, will avoid the use of vulgar and obscene expressions that transgress morality and good customs.
IV TRUTHFULNESS
Advertising shall present the duly accredited characteristics or qualities of the goods, products, services or concepts to which it refers, omitting any expression that contemplates partial truths or misleading statements. The descriptions or images related to verifiable events will be subject to reliable and scientifically based verification when required.
V DIGNITY
Advertising will refrain from presenting, promoting or referring to discriminatory, offensive or denigrating situations on the basis of nationality, race, religion, gender, political affiliation, sexual orientation, physical characteristics and different capacities.
VI FAIR COMPETITION
Advertising will not directly or indirectly denigrate the goods, products, services or concepts of a third party nor will it copy its advertising ideas. The comparison between goods, services or concepts may be carried out, provided they are of the same species and are carried out taking as reference identical objective elements.
The comparison points will be based on verifiable and reliable facts. They will not be unfairly and partially selected and it will be avoided that the comparison could mislead or confuse the consumer.
VII HEALTH AND WELL-BEING
Advertising will refrain from including images, texts or sounds that induce unsafe practices, and / or that pose a risk to people's physical or mental health, induce violence, promote or cause damage to the environment.
VIII CHILD PROTECTION
Advertising aimed at children, will take into account their vulnerability, critical capacity, level of experience and credulity. The use of images, sounds, texts, language and other content that put at risk, deteriorate or harm their physical and / or mental health, as well as those that directly or indirectly negatively affect the concept of family and education in the values.
3.3 Evolution of children's advertising
Child advertising is understood as all advertising for a product or service whose final target audience is the child. In terms of age, we consider children from 0 to 14 years of age to be children. Such advertising must not necessarily be exclusive, that is, it may be a communication addressed to the child, parents or family member.
The International Children's Communication Festival "El Chupete" will celebrate its fifth edition, and will arrive full of surprises and news.
El Chupete is the First International Festival of Children's Communication. An independent Festival that aims to reward the best creative works with values each year, aimed at children.
This Festival seeks to give professional recognition to all those advertisers, advertising agencies and producers, who invest much of their effort in this type of communication. Reward responsible communication.
El Chupete is a Festival backed by the most important associations in the sector, which aims to raise awareness among advertisers, agencies and the media that are aimed at children, of the great importance of such communication and the responsibility that it entails.
El Chupete, in its fifth edition, continues to have the participation of the Ibero-American market, since it is an emerging market that has a potential to influence the children's sector and a high degree of responsibility.
El Chupete will reward the best children's advertisements in ten main categories: Cinema / TV, Graphics, Packaging, POS, Music and Jingles, Interactive, Pet / Children's Character, Campaigns, Promotionals, Children's Events and Media and Supports.
The objective of advertising at the point of sale is to promote brand recall of the advertised products and, fundamentally, to appeal to the "compulsory" purchase decision.
The elements that the PLV encompasses are stands, counter or floor displays, displays, brochure holders, metal displays, illuminated signs, banners, floor stickers. The materials used for its manufacture are very varied: metal, cardboard, paper, plastic, illuminated signs, among others.
In addition to rewarding the best creative works, El Chupete aims to create a forum for reflection on the problems and opportunities of the advertising and advertising market. child communication. This is developed through conferences-colloquium and round table on the latest trends in children's advertising, where the best professionals, researchers and specialists in this market come together.
CINEMA AND CHILDREN AND YOUTH TELEVISION will be the theme chosen for this year's conferences.
In recent years, a positive evolution has been perceived in the creation of audiovisual products aimed at children and young people. The large number of film blockbusters; the proliferation of children's thematic channels for different age groups; TV series aimed at preschool children, until now non-existent, show that there is an increasing interest in the creation of entertainment content aimed at this audience.
With this proliferation, a greater weight of marketing around this market is also detected. Merchandising and brand image have almost turned movies into 90-minute ads.
With all this progress, cinema and television have an essential role in the lives of children since they are the first window in the world to which they look.
The models that are shown in these contents will be the ones that children will look at when developing their behavior, which increases the responsibility of their creators and promoters.
El Chupete wants to fully address this issue in its 5th edition. To do this, it will have prestigious experts in the field of children's communication at its conferences, as well as important professionals.
Conclusions
Years ago advertising was mostly easy, the fashion was cars, rum and tobacco, putting a super model in the car of the year made its sale not so difficult, it was just reaching potential buyers who were men at the time, but society is changing, it evolved and women began to play an important role and then we went from cars, rum and cigarettes to a wide range of accessories and articles that became essential for women, such as towels sanitary, stockings, slippers and a wide variety of items.
And today, having covered almost the majority of the market, companies saw the opportunity to broaden their horizons and thereby strengthen their position in the market, thus achieving the incursion of a new target audience and then children made their appearance in this scenario of great competition, where entrepreneurs sought to do their best in some cases no matter what this cost, they simply wanted to have a passive consumer in the bag, who in the future would be a potential customer.
As we have been able to realize, talking about children's marketing is talking about a complex study which still has a long way to go to enter its maturity stage, where all companies, both recently created and already positioned in the market, make it a habit to handle children in your advertising and promotion, that this niche is one of the most important.
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