Comment les enfants de 8 à 12 ans perçoivent-ils les marques alimentaires à travers les messages qu'elles diffusent dans les publicités télévisées?

Abstract

This Master’s thesis aims to help marketeers improving their communication with children to target them in a better way through television advertisements. It suggests strategies to boost advertising and enhance its efficiency toward children from 8 to 12 years old. Indeed, targeting children through television has a dual advantage; they represent both a current market as they directly influence their parents purchasing behavior as well as a wide future market if their loyalty is properly developed through an effective branding. The methodology of the research is based on a qualitative analysis. Interviewed children of 8 to 12 years old answered to questions related to their actual expectations in an advertisement, what they believe is needed or not, what drives their will to taste the promoted product or even how they would imagine their perfect ad. Based on their feedback and answers to a specifically designed questionnaire, advertisers will have a better understanding of impactful strategies that really attract children through television ads.