Do You Like Me Or Want Me?

Last year, Campbell Mithun Esty’s KidCom children’s marketing unit determined kids were much like adults when it comes to commercials: They like spots with a humorous story and creativity.
However, in the Minneapolis agency’s second annual Ad-Traction survey, the link between likability and purchases is a bit fuzzy.
“We’ve discovered a gray zone that puts conditions on how kids decide what they want to buy,” said KidCom general manager Christine Fruechte.
According to the study, humor and story continue to foster likability, but to be swayed to buy, most kids need to see a demonstration.