Children as the Target Audience of Marketing Communications in the Russian Market

The objective of current research was to reveal correlations between brand influence on children audience and parental consumer attitude towards the brand depending on the relations between parents and children. This research includes conceptual framework connected with advertising influence on children and its consequences. The main purpose is to find out whether advertising activity aimed at children, influences their parents’ loyalty to the brand advertised or instant desire to buy the brand’s products. To achieve the aim, research methods are used: two kinds of interview with 11 participants (the sample is schoolkids and their parents) and a sociological survey with 216 respondents (the sample is parents). In order to analyze the data revealed, frequency analysis and multiple regression model were applied. The results demonstrated that there are several conditions by which relationships are significant and work. Obtained correlations describe the nature of relationship between brand, child and parents. Regression analysis has shown that the level of child’s loyalty to a brand can explain the raise in the level of parental loyalty to this brand and contrariwise.