Technology and advertising to children : LJ Hooker's new frontier

McDonald's Happy Meal Deals, Mattel, Best and Less, Big W, Target, Toys 'R' Us" these are all examples of established brands that communicate with children in Australia as a key target segment. Recognising that this segment requires its own unique communication message is central to how these and many other firms in other sectors design their integrated marketing communications around the needs of children. Historically, there has been much debate, which is still ongoing, on the merits or demerits of marketeers targeting children. It is an issue that will continue to dominate discussions on the social, ethical and regulatory aspects of integrated marketing communications. Today, new forms of integrated communications have been produced that target children in their own space. The emergence of smartphone and tablet-based apps is one such development that has changed the way marketeers communicate with children in a fragmented market. Increasingly, marketers recognise apps as a key new avenue for communicating with children. Notwithstanding the innovative form of advertising created by this platform, new questions are likely to be asked, and new concerns raised about the social, ethical and regulatory challenges posed by this innovation.