I Don’t Wanna Grow Up
More than any other age group, adults are bombarded with advertising from nearly every possible source. Toy promotions can break through the mass of advertising noise using something Parker called "soft messaging." "Soft messaging is a proven marketing technique that employs a tangible, 3-D product that the target audience can interact with tactilely [sic] and emotionally," said Parker. He stated that toys which are engaging, fun and full of personality are not only more likely to be kept, but also perceived as a noninvasive and valued item. "When a toy or plush animal has these subtle but recognizable characteristics it surprises the recipient (adult or child), using the benefits of 'pattern interrupt,' thus neutralizing resistance of the message and enhancing branding."
- Companies:
- Sanford Business-to-Business