Marketing to Three-Year-Olds

04/18/2012

It is never too late to become what you might have been.
George Eliot

"Companies that target young children in marketing efforts are apparently getting through with their messages," observes Work and Family Life newsletter (May 2010). A University of Michigan study reported in this newsletter, found that children are influenced by advertising earlier than previously thought.

In the study, researchers showed a group of 3- to 5-year-olds a series of corporate logos and asked the children to identify them. Their rates of recognition were as high as 92 percent for some brands. McDonald's was the most commonly recognized, followed closely by other fast foods, sodas, and toys. At age 3, kids were readily able to recognize the brands that were marketed to them.

"There are plenty of 3- to 5-year olds basing their drink choices on 'bubbles' and 'fun,'" said study coauthor, Betina Cornwall. "It's clear from the fast-food branding segments of this study that we need to address the development of eating habits very early in life."

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