Furthermore,
Migros: how protect your children:
PlayMobil Mania
How to protect your children from advertising campaigns
Coop. Meanwhile, Migros launch loyalty operations that directly target the youngest. Similarly, An expert delivers her advice to thwart marketing strategies.
“We can explain to children how derisory the value of these Playmobil figurines is compared to the amount that must be paid to obtain them. Consequently, ” explains Karin Burger, author of children’s books and marketing expert.
Federation of Migros cooperatives
- Marketing expert Karin Burger advises children how loyalty operations work.
- Marketing operations directly target children in migros: how protect your children order to influence parents’ purchases.
- The collection of points provides objects that families generally do not need.
With the PlayMobil ManiaMigros again launches a loyalty operation that targets children. For example, To the Coop Also, customers can exchange points for a backpack, gourd or plush fox. Meanwhile, These marketing campaigns are common. Meanwhile, But how can parents do to prevent their children from being too influenced? However, For Karin Burger, German expert in marketing, it is essential to get them to think about the issue of consumption. In addition, She has devoted a children’s book on this subject.
Karin Burger, what do you think of the Migros Playmobil Mania operation?
What strikes me first is the word mania. Moreover, According to the definition, it designates excessive frenzy difficult to control. Furthermore, This perfectly illustrates Migros’ intention. migros: how protect your children However, namely to arouse in children a real collection fever and encourage their parents to shop in the Migros subsidiaries. Similarly, This strategy reports Gros.
To get the entire collection, you must spend 2,000 francs in six weeks, which represents a large sum.
This operation has something unfair, because it is not realistic. However, An average household of four people does not spend 2. Nevertheless, 000 francs in the supermarket in such a short time, unless you consume only beef net and salmon.
How can parents prevent their children from wanting to participate in the Playmobil Mania?
It is useful to understand that children seek above all to resemble us. Therefore, They imitate us a lot. Therefore, We must therefore start by reviewing our own report to good deals, reduction codes and vouchers. It is tiring migros: how protect your children to give an example, but it is the only option. If your children want these Playmobil sets. the best is to sit calmly with them and explain Migros’s intention to them with this operation.
“Parents must set limits,” says Karin Burger, marketing expert and children’s books.
DR
In your book, two brothers and sisters are looking for “advertising witches” everywhere. migros: how protect your children Where are they at work in Operation Playmobil Mania?
We can explain to the children how derisory the value of these playmobil figurines is compared to the. amount that must be paid to obtain them. For a set, a family must spend at least 400 francs. We can tell them: “Look, they pretend the set was offered.” Children immediately understand that it is a misleading operation. The advertising that seeks to hide its intentions is that of “ad witches”. Conversely, the “pubs of the ad” present their offers fairly.
What is the concept of “ad witness”?
It is a question of explaining to children the difference between honest advertising and advertising that seeks to manipulate. Parents can for example say: “Look. the witches of the ad want to make us want products that we do not really need. They do it so migros: how protect your children that you push me to go shopping in a very specific supermarket. ”
Playmobil are considered to have an educational value. What is hard at it for Migros to use it for a marketing operation?
Playmobil figurines are actually wonderful toys. But children are permanently bombed with hundreds of advertising messages. Parents must therefore set limits. It is important to tell them clearly no.
Son concurrent Coop also conducts a loyalty operation that moment. Is it more judicious?
This campaign highlights “fall excursions” and promises “beautiful discoveries”. On paper, it’s a very good thing. But looking at it more closely, several questions arise: what family does not already have an umbrella or a flashlight? And who doesn’t have enough toilet at home? If a family really needs these objects, why not collect the points. But migros: how protect your children in most cases, people are already largely enough. In addition, the world faces a plastic problem. These kinds of operations tend to worsen it than to resolve it.
The loyalty operation launched by migros: how protect your children Coop takes on fall.
Coop
The “advertising witches” are not only hidden in supermarkets. Where do they still find them?
They are found everywhere. For example, in collecting football albums or on cereal packages decorated with comic strip characters. This is also the case when a football star promotes a yogurt which. in reality, is not very good for health.
Isn’t it a little hard to call advertisers and marketing specialists who design these campaigns as “advertising witches”?
All advertisers do not design campaigns intended to deceive or manipulate. But it must be recognized that the power of “advertising witches” is so strong that the simple consumer has. practically no chance of resisting it. The lobbies of sugar. oil, in particular, are so powerful that it would be necessary, in my opinion, laws prohibiting the advertisements which migros: how protect your children directly aim for children.
Advertising witches are also very present in the digital world. Does your concept also make children aware of purchases integrated into applications. which allow for example to acquire virtual weapons or skins? (Editor’s note: the skin designates the appearance of an object. a character in a game)
Purchases integrated into applications are particularly problematic. Paying allows for example to advance faster in the game. This causes rapid release of dopamine. The result is a feeling of satisfaction comparable to that provided by likes, sugar or scrolling. But this effect is short -lived and creates dependence. Conversely, greater value dopamine is released when we create, learn or really live something.
You have published your book in 2018, and a second edition has already published. Have the “ad witches” become more cunning or on the migros: how protect your children contrary more harmless?
The situation was complicated because of smartphones, which many children unfortunately have very early in their hands. Thanks to digital media, major brands like Nike, Puma or Adidas have access to the brain of our children. Through their advertising actions, they also cause rapid release of dopamine. They prevent children as well as adults from engaging in more in -depth activities such as reading. piano or real conversations. The world of advertising bombers us to such an extent that children no longer know how to be really happy.
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Migros: how protect your children
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