Best Pester Power Case Study Sample 2020
Children are our futureand marketers are targeting them as consumers of their product as they demandseveral products from parents after watching them on TV or other advertising.
The pester power is a very effectivetool that isusing by marketers for advertising that is unethical for the consumersin a different manner.
The study is aimed to providein-depthknowledgeabout pester power and explaining different terms or laws related to misleading advertisingand pester pohttps://uniquesubmission.com/wer.
The concept of pester power and misleading advertising effects on the consumers because they see TV advertisement on a daily basis such as the demands for purchasing that product in a shop.
In the pester power, the advertising firm or marketersaim to grab the target customers by showing advertisement when they watch TV such as dinner time, lunchtime, morning time, etc.
The term pesters power to be negative and misleadingbecause it is taughtby parents to children that ask for things before the walk for purchase (Vichealth, 2019).
In addition to this, it is also identified thatpester powersupports familiesin decision-makingby watchingan advertisement. However, it can be said that the pester power to influence the customers due to watching the same thing several timesand it develops a personal feeling about the product.
According to ACCC, a business organization is not allowed to make incorrect and false impression statement in their advertising. In order to protect the consumers from misleading advertising and marketing, the products and services are offered by the company with some separate laws.
There is some Australian Consumer law that protects consumers against unfair contract related toentering into a contract, interest-free offers, and lay-by agreements (Massey et al., 2015). There issome code of practicesdeveloped for advertising & marketing to childrenlike:
- It mustnot contravene prevailing community standards
- It must not mislead or deceive children
- It must not be ambiguous
- It must be accurately representedthat must clearlybe understood by Children
- The price of the product must not imply for the budgetof each family thatthe product is promoted immediately
- If the prices arementioned in the advertisement then it must be accurately presented that children can clearly understand and wordsmust not minimize like only or just (accc.gov.au, 2019).
The voluntary codes set out valuable standards of conductto deal with the members and customers of the non-prescribed voluntary industry. These codes apply only for the people who sign up to themand ACCC (Australian Competition and Consumer Commission) are able to supportthe industry to develop voluntary code forgeneral guidance(accc.gov.au, 2019).
On the other hand, AANA adopted code for advertising & marketing communications to childrenin order toensurethat marketers and advertisers are developing and maintaining a highlevel of social responsibility.
In concern to this code, a practice noteaccompanies that provides guidance to complainants, advertisers, and board (Advertising Standards Board).
Basically, the doll company should adhere to these as will protect the company from different unethical and unlawfulpracticesthat negatively impacton society. In addition to this, the company adhering to the codeswill alsobe supportive to increase consumer protection and reduce regulatory burdens for business.
Basedon the benefits provided in the previousquestion, it can be said that the company adhering to the codesare ethical to children, to market and to other vulnerable members of society.
It is a social responsibility of an organizationto adopt ethical behavior during advertingto children such as a focus on social appeal by not including sexual imagery in contravention. In concern to market, a competition must contain basic rules summary for the competition with clearly including closing date for entries andmake statements related to chances of winning accurate, clear, and fair.
In concern to other vulnerable members of society, the organizationshouldmarketing and advertising must not portray an eventor any image unduly distressing or frightening to children (WARC, 2017).
In addition to this, it must not demean to any group or a person based on gender, age, religion, sexual preference, ethnicity, nationality, race, and physical &mental disability.
However, it can be easily summered that voluntary codes and code of marketing to children are developed for protecting the families to protect their child from negative effects of advertisement of products like alcohol products (accc.gov.au, 2019).
Based on the laws and code of practices, it can be said that Melanie was justified in feeling angry about the way by which the doll was advertised and marketed because the price of the doll was not represented by companies.
It is unethical that the companies are advertising their products without showing the price that negatively impacts on the children and they demands that product without knowing the affordability of product for their family.
They would be brand loyal when they achieve target like marketers have targeted children using ‘pester power’.
In this case, the children are targeted by the advertising company because children are naive and this advertising will create undesirable results and demands in parent-child conflict.Some benefits of the company adhering to the codes are:
- It can support to stimulate more effective and efficient operations to minimize negative environmental & economic impacts.
- It can reduce the pressure related to new regulations.
- It can help to improve or maintain market share and image of the business by attracting and retaining highly qualified personnel
- In order to help in diffusing new technologies with best management practices.
- It is supportive to improve relations with regulatory bodies and government agencies (AANA, 2019).
The code of marketing to children and voluntary codes should be adhered by organizations to protect self from unlawful things and protect society from unethical practices.
However, it is also concluded that adhere to these codes are beneficial for the company also.
Basedon the above study, it is concluded that pester power and misleading advertisingcan be detrimentalfor the consumers as misguide the consumers to purchase the unusualproduct.
This study has also discussed laws related to misleading advertisingthat protects consumers to thesekinds of marketing. However, Melaniewas right to feel angryaboutthe manner of advertising or marketing of the doll.
AANA (2019). AANA Code For Marketing Advertising Communications To Children. Retrieved from:http://www.aana.com.au/content/uploads/2014/05/AANA-Code-For-Marketing-Advertising-Communications-To-Children.pdf
accc.gov.au (2019).Voluntary codes.Retrieved from:https://www.accc.gov.au/business/industry-codes/voluntary-codes#more-information
accc.gov.au. (2019).False or misleading claims. Retrieved from: https://www.accc.gov.au/consumers/misleading-claims-advertising/false-or-misleading-claims
Massey, G. R., Wang, P. Z., Waller, D. S., &Lanasier, E. V. (2015).Best–worst scaling: A new method for advertisement evaluation. Journal of Marketing Communications, 21(6), 425-449.
Vichealth (2019). Hungry Jacks and ChupaChups shamed for advertising to kids. Retrieved from:https://www.vichealth.vic.gov.au/media-and-resources/media-releases/hungry-jacks-and-chupa-chups-shamed-for-digital-advertising-to-children
WARC (2017). ‘Pester power’ grows up. Retrieved from:https://www.warc.com/newsandopinion/news/pester_power_grows_up/39692