CMN 2173 Lecture Notes - Lecture 6: Theodore Roosevelt
6 Oct 2017
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Children need a reward or reasons to watch the ad through identifying with the plot or story (fantasy/role playing or conflict) Children respond strongly to emotional, non-verbal stimuli (sound effects, music, rhythm, humour, comedy, action, movement) Children like things that are uniquely their own (can choose to share, but you own it) Stretching strategy: strawberry shortcake was the first company that an identifiable and marketable with a variety of licensed goods such as tv show, books, clothing, food, etc. Product licensing: teddy bear after teddy roosevelt. Spin-offs: spiderman as kids" programming with a toy tie-in. The character: the personality toy (barbie: children take the advertisers story line on when they are playing with them, for products that don"t have story lines, children make up their own stories. Concept marketing: orchestrating all available channels of communication, achieving a kind of synergy among them. This provides a fictional universe which envelops product, program, and advertising.
