The IMC strategy does not begin with the analysis of the product that is therefore directed towards the consumer, but with the analysis of the consumer, and based on the characteristics of the consumer, the communicational strategy is developed. The differences between a strategy directed at adults and a strategy directed at children also refer to the costs of the strategy.

As mentioned above, food companies focus on investing more on attracting children and teenagers, and developing a certain consumption and purchase behavior that would favor the company, rather than on trying to modify an already existing behavior in adults. This is because children and teenagers represent a larger potential customer pool for the company.

Bibliography

1. Kitchen, P.J. & De Pelsmacker, P. 2004. Integrated Marketing Communications: A Primer. Routledge, Oxfordshire. Available at http://books.google.ro/books?id=x9fGz3e45CQC&printsec=frontcover&dq=integrated+marketing+communication&source=bl&ots=fK5gUGExPt&sig=KtSQJjscnUE1-PIshz0VqcLbW8U&hl=ro&ei=_13QS4qkGsOOOJrGzZ4P&sa=X&oi=book_result&ct=result&resnum=15&ved=0CFgQ6AEwDg#v=onepage&q=integrated%20marketing%20communication&f=false....

Accessed April 22, 2010.
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4. Story, M. & French, S. 2004. Food Advertising and Marketing Directed at Children and Adolescents in the U.S. International Journal of Behavioral Nutrition and Physical Activity. Available at http://www.ijbnpa.org/content/1/1/3. Accessed April 21, 2010.