Kids & Youthmarketing 1
KEUZEVAK P3 – KIDS & YOUTHMARKETING
Inleiding ........................................................................................................................................................... 2
I – Peuters (0-3 jaar) ......................................................................................................................................... 3
1. Substadia peuters 1-6 ........................................................................................................................... 3
2. Algemene kenmerken van peuters ........................................................................................................ 5
3. Grote verschillen in mediavoorkeur ....................................................................................................... 6
II – Kleuters (3-7 jaar) ....................................................................................................................................... 8
1. Kenmerken ........................................................................................................................................... 8
2. Ontwikkeling van opvoeden: Opvoedingsstijlen ..................................................................................... 8
3. Beïnvloeders......................................................................................................................................... 9
4. Marketingcommunicatie (!) .................................................................................................................. 9
5. Segmentatie ....................................................................................................................................... 11
6. Wetgeving rond (kinder)-reclame ....................................................................................................... 13
7. Socialisatie van sekserollen ................................................................................................................. 14
III – Kids (8-10 jaar)......................................................................................................................................... 15
1. Kenmerken ......................................................................................................................................... 15
2. Cognitief ontwikkelingsniveau ............................................................................................................ 15
3. Trends binnen een gezin ..................................................................................................................... 16
4. Family marketing ............................................................................................................................... 16
5. Effecten van kidsmarketing................................................................................................................. 17
6. Conclusie............................................................................................................................................ 18
IV – Tweens (10-13 jaar) ................................................................................................................................. 19
1. Kenmerken ......................................................................................................................................... 19
2. Cognitief ontwikkelingsniveau ............................................................................................................ 19
V – Pubers (13-17 jaar) ................................................................................................................................... 20
1. Kenmerken ......................................................................................................................................... 20
2. Differentiëren ..................................................................................................................................... 20
3. Marketing-pubercommunicatie .......................................................................................................... 22
4. Young Mentality Model ...................................................................................................................... 23
5. Segmentatie van de jongerenmarkt .................................................................................................... 29
VI – Jongvolwassenen (17-21 jaar) ................................................................................................................. 30
1. Kenmerken ......................................................................................................................................... 30
2. Waarop inspelen als marketeer? ........................................................................................................ 30
3. Young Words...................................................................................................................................... 32
Extra – Gastcollege Studio 100 ....................................................................................................................... 35
KEUZEVAK P3 – KIDS & YOUTHMARKETING
Inleiding ........................................................................................................................................................... 2
I – Peuters (0-3 jaar) ......................................................................................................................................... 3
1. Substadia peuters 1-6 ........................................................................................................................... 3
2. Algemene kenmerken van peuters ........................................................................................................ 5
3. Grote verschillen in mediavoorkeur ....................................................................................................... 6
II – Kleuters (3-7 jaar) ....................................................................................................................................... 8
1. Kenmerken ........................................................................................................................................... 8
2. Ontwikkeling van opvoeden: Opvoedingsstijlen ..................................................................................... 8
3. Beïnvloeders......................................................................................................................................... 9
4. Marketingcommunicatie (!) .................................................................................................................. 9
5. Segmentatie ....................................................................................................................................... 11
6. Wetgeving rond (kinder)-reclame ....................................................................................................... 13
7. Socialisatie van sekserollen ................................................................................................................. 14
III – Kids (8-10 jaar)......................................................................................................................................... 15
1. Kenmerken ......................................................................................................................................... 15
2. Cognitief ontwikkelingsniveau ............................................................................................................ 15
3. Trends binnen een gezin ..................................................................................................................... 16
4. Family marketing ............................................................................................................................... 16
5. Effecten van kidsmarketing................................................................................................................. 17
6. Conclusie............................................................................................................................................ 18
IV – Tweens (10-13 jaar) ................................................................................................................................. 19
1. Kenmerken ......................................................................................................................................... 19
2. Cognitief ontwikkelingsniveau ............................................................................................................ 19
V – Pubers (13-17 jaar) ................................................................................................................................... 20
1. Kenmerken ......................................................................................................................................... 20
2. Differentiëren ..................................................................................................................................... 20
3. Marketing-pubercommunicatie .......................................................................................................... 22
4. Young Mentality Model ...................................................................................................................... 23
5. Segmentatie van de jongerenmarkt .................................................................................................... 29
VI – Jongvolwassenen (17-21 jaar) ................................................................................................................. 30
1. Kenmerken ......................................................................................................................................... 30
2. Waarop inspelen als marketeer? ........................................................................................................ 30
3. Young Words...................................................................................................................................... 32
Extra – Gastcollege Studio 100 ....................................................................................................................... 35
