Advertisers spend more and more in order to advertise children because it is a growing market and because companies know they are easy to manipulate and influence due to their vulnerability, which is more efficient than trying to persuade adults. This influence becomes an increase in sales due to “pester power”, the capacity of children to ask and nag repeatedly their parents for a product. Moreover, they target children because they spend money by themselves; they influence their parents on decisions such as car type, house decoration, holiday destination and electronic devices; and because they will be future customers and they try to develop brand awareness and loyalty using knowledge of child psychology.
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