Your family is the first step to form your social foundation. Your parents are those who give you your features and can mould your personalities, in term if the life cycle although it can differ for everyone society has created a perception to which is expected of you once you reach a certain age, now a day’s women are more likely to commence in their career rather than be the stay at home makers like that of previous years. However this doesn’t take away from their maternal instinct.
Nuclear Family...
A Father, Mother and children all living together under one roof, could be argued is society’s expectance. (Just like The Bill Cosby Show hehe)
Is also seen as the best environment for a child to brought up in (but in whose eyes)
The Extended Family...
A “regular” nuclear family along with other relatives, including older generations such as: Grandparents, aunts and uncles that all live together. Tends to be an increased family atmosphere.
Family of Orientation
A family in which an individual is born into and therefore associated with.
Family of Procreation
The family gained through marriage to another person, mainly “The In Laws”. This usually tends to bring a knock-on effect of guilt and therefore parties of the situation who have had the least control (the children) tend to be lil’ more spoiled.
Although these titles do not apply to everyone in society from a marketers prospective it gives an insight to their target market and and the best way to approach them. Although the nuclear family may not be as openly happy as the Cosbys’ they are seen as society perfect product. As women want to work longer it isn’t always the father that is the prime bread winner. Latchkey kids are known as children who have to full time working parents. The term is due to them having the freedom to come and go as they please, using their own key when they want. On the other hand more and more men and taking on the role as stay at home dads! I exclaim because there was a time where this was a demoralising sign on weakness. “As a result, the number of men who stay at home to look after their kids, because their wife is earning more, has risen 80% in 15 years. In 1994, there were 120,000 men who stayed at home with the kids, which has risen today to 214,000” http://www.walletpop.co.uk/2010/02/01/women-breadwinners-and-stay-at-home-dads-the-trend-of-the-reces/
http://www.youtube.com/watch?v=fPT9d_koZMw
Divorce rates and the occurrence of lone parents also plays at factor in the products that marketers once appealed to families as a whole now has to find a more unique way to appreciate their situation in the promotion of the product. For example using price to appeal to single parent homes as there is only one income or products for two...without being for husband and wife. http://www.singleparentcenter.net/single-parenting/home-buying-programs-for-single-parents.html.
Families are a core target audience from many companies and therefore need to be appealed to accordingly. Families can vary in the amount of children that they consist of so first they must evaluate consumer need, then enhancing their want. This can be affected from economy sized products to putting 6 hotdogs in a tin rather than 8! This also enhances consumer involvement if customers have the option to contact the company.
http://www.youtube.com/watch?v=m08e59O8vJI
Wells + Gruber 9 stages Theory!!
The start of new beginnings for a young couple
Familes with small children and one breadwinner
4 - Full Nest 2
Families’ whose children are at the age to use pester power, whilst both parents are still able to return to work
Families with children in further education, therefore parents have more free time.
6 - Empty Nest 1
7 - Empty Nest 2
Same concept as 3 or for, jus WITHOUT children.
A widow/widower with a regular income
9 - Solitary Survivor 2
A widow/widower without a regular income.
This is also a good revelation to who may be key decision makers in the family. Children are very good at getting their parents to get them what they want. No parent wants their child to go without!! It’s part of human nature to want to fit in. Therefore marketers tend to aim at children as they can be extremely persuasive. However those who have a classical view on family will allow the man to take charge and take responsibility for the decision making process, on the contrary many families leave it up to the woman to handle finance and the decision making. The modern family is exactly that, modern. And like that of something modern family structure moves with the times.
Advert for the Family -http://www.youtube.com/watch?v=oWM3PfcUyUw&feature=related
Advert for Dad! - http://www.youtube.com/watch?v=QINv6rebyTU
Advert for Mum!! - http://www.youtube.com/watch?v=-Ma0qmo_bdU
And JUST 4 FUN!! http://www.youtube.com/watch?v=SwrK-foCTaQ – this really made me laugh!
this gets better and better. Good to see the links and some academic theory creeping in - could be more of this though. Loved th last ad - lol! You have masses of work to do in a week though - best get on with it
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