Corporations realize the power of the school environment for promoting their name and products.A school setting delivers a captive youth audience and implies the endorsement of teachers and the educational system. Marketers are eagerly exploiting this medium in a number of ways, including:

● Sponsored educational materials.

● Supplying schools with technology in exchange for high company visibility.

● Advertising posted in classrooms, school buses, on computers in exchange for funds.

● Contests and incentive programs: for example, the Pizza Hut reading incentives program in which children receive certificates for free pizza if they achieve a monthly reading goal.

● Sponsoring school events.

The Internet

The Internet is an extremely desirable medium for marketers wanting to target children. It’s part of youth culture. This generation of young people is growing up with the Internet as a daily and routine part of their lives. Kids are often online alone, without parental supervision.

Unlike broadcasting media, which have codes regarding advertising to kids, the Internet is unregulated. Sophisticated technologies make it easy to collect information from young people for marketing research, and to target individual children with personalized advertising.

Marketing Adult Entertainment to Kids

Children are often aware of and want to see entertainment meant for older audiences because it is actively marketed to them. In a report released in 2000, the U.S. Federal Trade Commission (FTC) revealed how the movie, music and video games industries routinely market violent entertainment to young children.

The FTC studied 44 films rated “Restricted,” and discovered that 80 per cent were targeted to children under 17. Marketing plans included TV commercials run during hours when young viewers were most likely to be watching. The FTC report also highlighted the fact that toys based on characters from mature entertainment are often marketed to young children. Mature rated video games are advertised in youth magazines; and toys based on “Restricted” movies and M-rated video games are marketed to children as young as four.

注意：此部分试题请在答题卡1 上作答。

1. Guilt can play a role in parents’ spending decisions because _________.

A) they don’t earn as much money as before

B) they don’t have enough time for their kids

C) they postpone children until later in life

D) they think time is more precious than money

2. According to Kidfluence, persistence nagging is ____________.

A) as effective as importance nagging

B) more effective than importance nagging

C) more sophisticated than importance nagging

D) less effective than importance nagging

3. A group of U.S. mental health professionals think that __________.

A) it is unethical to use child psychologists to help marketers target kids

B) it is wise for marketers to use knowledge about children psychology for marketing

C) children’s behavior, fantasy lives, and even their dreams should be analyzed