Yes, parents control the funds and buying power for the wee lads and lasses, and they are the ultimate decision-makers in the household. However, appealing to the children is never a bad thing. In this case, it’s incredibly smart. After all, they have tremendous influence over the parental purchases. (Flashback to Arnold Schwarzenegger in the movie "Jingle All the Way" on that relentless quest to find the one toy his son wanted more than anything in the world for Christmas.) The point is that kids know what they want, and thanks to back-to school campaigns akin to the holiday season, they know exactly how and where to get it.

Going back to school is tough. Aside from the new wardrobe and all the necessary school supplies required by the teachers, it marks the start of new experiences with teachers and fellow students. And the first day of school is often incredibly stressful for many kids. Retailers seemed to recognize this and clearly address it in their advertising. In the ads where the child/children were the heroes, they overcame some fear or obstacle to accomplish the task at hand. All with a little help from various retailers, of course!

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Courtney Bosch is a content manager for e-learning and events at MarketingProfs, managing content for seminars and virtual events.

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