Pester power

100%

63%

61%59%

54%

52%

49%

27%

Television

Dvd\Vcd

Newspaper

Storybook

Cinema

Comic

Radio

Internet

Television

Celebrities and cartoon

characters are commonly used

by marketers

0%

10%

20%

30%

40%

50%

60%

70%

80%

Cartoon Comedy Dance/Musicshows

FamilySeries

Kids Shows Movies GameShow

Sports/Adventure

7-10 years

11-14 years

According to recent study by

cartoon network

‘ new generation 2014’

•1 in 10 kids have cell phone.

•40% kids use social sites daily

Children represent a large target market.

Children have huge influence over parents spending.

Pester power creates stress for parents

Psychologically damaging

Strong influence of commercial strategies over

lifestyles

Encourages adult behaviour in children

Unfair and misleading

Over exposure leads to de-sensitisation

Encourages debt

Pester Power is the name given to Marketing

Techniques which encourage children to nag their parents

to purchase a particular product.

Due to the increasing number of nuclear families and

monthly income, the working condition of parents gives

more priority to their children.

The various strategies used by the companies to target

kids are commercialization of education, street marketing,

advertisement and Internet.

To control Pester power various guidelines have been

given by the advertisement Industry in India and across

the world which have to be followed by the companies.

Its equally important for the parents to try to make a

difference in the way advertising is being perceived by

children