Children Exposed To Too Many Ads, Says CIM Research
75% of adults believe that children are exposed to too much advertising, according to recent research from the Chartered Institute Of Marketing (CIM).
The research shows that 73% of respondents believe that the laws governing advertising aimed at children should be strengthened, compared with 75% of those questioned in 2000.
The survey revealed a strong belief in the power of advertising, with 73% of respondents agreeing that advertising makes children want the things they see promoted. 39% of respondents felt that advertising was the most influential factor on children.
The majority of those questioned thought that children as young as five were old enough to be influenced by advertising and could exert ‘pester power’. However, only 29% believe that advertising influences the way children think.
Mike Johnston, the international chairman of the Chartered Institute Of Marketing, commented: “We are currently updating our position in light of this and other research we are undertaking with the marketing profession which is due to be published by the end of the year to support our marketing to children campaign. A CIM policy unit will be launched in spring 2003 and will look to evolve our policy in this area further.”
Recent research from the CIM revealed that marketers see increased customer satisfaction as the most important factor in making advertising effective (see Customer Satisfaction Is Key To Successful Advertising).
Chartered Institute Of Marketing: 01628 427 500 www.cim.co.uk
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