ABSTRACT
Marketing communications constitute a strategic part of the marketing programmes of businesses. This chapter focuses on the dynamics between young consumers and marketing communications with specific reference to advertising. The research on the impact of advertising on children has proven that advertising has both positive and negative effects on their attitude, though generally, the children themselves remain positively disposed toward advertising. A child's attitude is divided into four important sub-elements: credibility, self-entertainment, self-concept and ideal-self. The chapter provides strategic direction to businesses on communicating with children as a consumer group, which could be a very useful input to a firm's segmentation, targeting and positioning strategy. From conventional understanding, a number of marketing communications tools is mixed interactively to communicate value to consumers. As shown in the huge scale of evidence in the marketing world, all of these tools are used in various measures to reach out to these young consumers.
