Kid power

Article Abstract:

US marketers are placing an increasing importance on children and are being included in their marketing strategy in an effort to take advantage the kid's market. Any entity that sells hamburgers to hay balers should envision kids as future customers, since it is through children that a great deal of brand loyalty can be initiated. Children comprises of three distinct marketing categories, the first of which is a primary market with an estimated $15 billion of kids' own money spent annually. The other two categories consist of a secondary market that influences another $165 billion in spending by their parents and a future market, a part marketers most often overlook.

Demographics, Consumer Behavior, Psychographics

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Chicken of the Sea builds brand awareness with CD-ROM offer

Article Abstract:

Chicken of the Sea International started offering in June 1998, Compton's Interactive Encyclopedia CD-ROM, or the ''Chicken of the Sea-D ROM,'' with a qualifying purchase. Customers can avail of the ''Chicken of the Sea-D ROM'' by buying any four cans or sleeve packs of chunk light or solid white tuna. End-cap displays used to communicate the ''Chicken of the Sea-D ROM' offer were attached with tear-off cards offering recipes. Don George, senior vice president of marketing for Chicken of the Sea, said the campaign was launched to bring back consumers in the tuna category.

Marketing/Advertising Methods, Promotion, Canned Foods, Fruit and Vegetable Canning, Pickling, and Drying, Chicken of the Sea International

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