Marketing to Children and Radio Disney
Rossman, Ann E.
MetadataShow full item record
This essay will explore the principles of marketing to children. The introductory section will show how the children's market differs from the adult and senior markets. All three markets are segmented by age, but the children's market is unique because its potential for expansion is far greater than it is for the other two markets. The number of children and the amount of money spent on and by children are huge. The children's market is also not restricted by numerous societal characteristics as the adult and senior markets are. In fact, since 1980 the children's market has taken off, wowing marketers and breaking societal boundaries. Section One will show that the children's market has no other choice but to expand, and marketers have no other choice than to go along with its expansion. The experiential portion of this paper also will look at an example of superior success in marketing to children. This example comes from an internship completed in the summer of 2001 at Radio Disney AM1300 in Chicago, Illinois. The internship experience section will open with details of the Walt Disney Corporation's commencement as a media giant. Once in the 1930's and then again in 1955, Disney proved itself to be an initiator in the market of children's entertainment when they debuted the animated full-length film and The Mickey Mouse Club. Constantly looking for ways to .expand and provide children and their families with a quality entertainment experience, Disney debuted Radio Disney in 1997. Section Twelve will reveal how Radio Disney had to overcome direct competition from the Children's Broadcast Corporation, KidStar Interactive Media and the Fox Kids Network to establish a decent amount of market share and eventually take over the top position in the market of children's radio. This position, nonetheless, also came after a lawsuit.