Saatchi studies kids and interactive

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Saatchi & Saatchi Advertising/New York recently conducted a study for its "Kid Connection" division and Saatchi & Saatchi Interactive researching how marketers and advertisers can reach the children's market through online media. The study employed observational research conducted by cultural anthropologists to better understand what kids get from interactivity and what meaning it has in their lives. Among the study's findings:

Interactivity will fast become a form of child play; to enter their world, marketers must be in their playground.

Because computer interactivity is an active experience, children will become more involved in a brand: its attributes, characters and equities.

Through understanding how children relate to online media, a brand can become a pleasurable source of interactive play.

"Interactivity is a natural response to four themes in childhood development including attachment/separation, attainment of power, social interaction and mastery/learning," said Rachel Geller, senior VP-group planning director at Kid Connection. "When a product provides children with an answer to one of these issues, it can become important in the world of the child."

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