Family in Advertising, For Promoting Your Products and Services

How do you target a family in advertising?

Families are key customers for most companies, and appealing to that ever-changing demographic is a fundamental part of any company's strategy. To ensure continued success, businesses need to gain the loyalty of families, which is why appealing to all ages, hosting events and even offering family-friendly business opportunities are key parts to marketing to the family demographic. If you’re smart, your company and its products appeal to every family member — even across generations — as something they can enjoy together for years. For some businesses, appealing to children and teens is enough to attract parents. Some businesses in the entertainment industry offer family-centric activities that allow adults to participate in the fun, while others focus on the kids and allow the adults a chance to sit back and connect to Wi-Fi, relax at a cafe, watch television or enjoy other amenities. Food-based companies often offer fun activities like handing out crowns or hosting balloon artists to keep families entertained while waiting for their food. Some even encourage dressing up for free meals. Here are some other strategies to keep in mind:

How does family affect advertising?

Family interaction and everyday activity strongly influence how television advertisements are experienced and interpreted at home, according to a new study in the Journal of Consumer Research. "It is common to link advertising viewing at home to increased levels of materialism and domestic tension stemming from 'pester power' (children getting parents to buy something by asking for it repeatedly until they get it). While these are serious issues, we have found that creative and skilled viewers of television advertising in the family living room can overturn and personalize commercial advertising meanings for family and household benefit. The authors placed video cameras in the living rooms of eight suburban family homes to study viewer behavior during television advertising breaks. They followed up with family group interviews where these consumers were shown excerpts of their recorded advertising response behavior and asked to comment and provide deeper context to their behavior. The authors consider advertising response from a viewer-centered perspective, cautioning against conceptions of advertising response, engagement, and interpretation organized solely through broadcast media contexts and from a message processing perspective. The normal and routine situations and contexts that motivate advertising experiences, responses and engagement at home are uncovered in precise detail and demonstrated to significantly impact the process of advertising response and engagement. They also locate the presence of family interaction during the television program break, which challenges traditional perspectives of audience behavior in studies of advertising response.

How do you target a family in advertising?

The digital age has made parenting much different than it used to be. Now there are ads on kids’ games, ads targeting Millennial parents, ads targeting Gen X parents and so much more. Marketing to parents has never been easier, and there are so many brands that are doing it right. If you’re creating kids’ products, or even products or services that just make parenting easier, your brand needs to know how to properly create a strategy for social media marketing to parents.

What are the steps in promoting products and services using family in advertising?

PRINT AND GRAPHIC ARTS MEDIA

• Depending on the type of message you want to communicate to your customers, print media offers different options, including: brochures, business cards, newspaper ads and magazines.
• Brochures, posters and packaging are a cost effective way to provide a variety of messages and detailed information about your products and services.
• Business cards can be used to support your networking activities and give potential customers the information they need to contact you.
• Local newspaper advertising is a way to reach people in your community and repeatedly exposes them to your message in order to create a stronger local presence for your business.
• Magazines have the advantage of targeting a more specific audience of subscribers who are interested in the topics it covers.

ELECTRONIC MEDIA

• Electronic media is a general term for any media that requires an electronic device for the content to be accessed. Some of the most common forms of electronic media include television, radio, internet, and content for mobile devices.
• Television content captures more audience time than any other media and is targeted at home audiences.
• Radio is cost-effective, and the audience is usually loyal to a station's program format.
• The internet offers you a variety of different ways to market your product or service on a website or by email.
• Cellphones and smartphones allow for marketing tactics that let you reach customers directly on their mobile devices.
• Social media marketing encourages online interaction between your customers and your business using various social networking sites.

ADDITIONAL PROMOTIONAL IDEAS

• Promotional gifts, like pens, key rings, and calendars, can be given to individuals and groups that you know personally to help create a positive opinion of your company and improve its reputation.
• Networking and community involvement can also support the promotion of your business. You can make new contacts and reach out to potential customers by participating in trade shows, conferences, community activities and other networking events. Speaking to people about your business can be one of the most effective ways of promoting your product or service.
• Planning your marketing strategy will help you determine the best way to promote your product or service, allow you to measure your success against set goals and provide you with a clearer idea of where your strategy may need adjustments.

What are the elements of family in advertising?

A parent might want to purchase a product that limits harm for their child due to their emotional attachment to the child, and emotional and psychological persuasion are popular advertising strategies. Family affects audiences at the psychological level, the level at which advertising is most effective.

What is an example of an advertisement which develops family ties?

Social persuasion appeals to one's role in a group and one's corresponding expectations; it appeals to reference groups, social class, culture and subculture. The family symbol is socially persuasive, appealing to one's role in the family and their corresponding expectations. There is emotional pressure, due to psychological attachments in family relationships. Psychological persuasion in advertising appeals to motivation, attitudes, and personality.