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Many adults will recruit their friends to participate and compete with them in online game tournaments. Adults may be more likely to forward informational and advertising emails that they receive from a website. Also, adults may be more likely to provide an extensive invite my friends email list directly from their address books when additional benefits are given for providing the information. This represents a low to no cost advertising strategy for NeoPets. In order to maintain a position to create and transition with a target audience, NeoPets must solve language and cultural barriers and wide opposition to marketing targeted at children.

Breaking Barriers Language and culture are major barriers. NeoPets is available to 89. 9% of the global market. (Daniels, Radebaugh, & Sullivan, 2007) The site must make sure that language translation programs get the advertisers’ point across to non English site users. A large number of users, 15%, are in Canada alone. (Snider, December 2002) NeoPets needs to create games and activities that mirror the specific business and economic conditions of the countries in which users reside in to make the education claims more legitimate across various cultures.

Another barrier is the opposition to the site’s advertisement targeting children, claims

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that some games promote gambling, and continuing concerns about safety and privacy. NeoPets can provide links and information similar to disclosures that television stations provide about their children’s programming. They can also use a rating system similar to that of other video games, movie and television ratings. NeoPets should make sure that children access only age appropriate games that do not expose them to more mature themes such as games of chance.

Safety and privacy are difficult and must be monitored daily by staff persons. IP and email addresses should be tagged and monitored for interaction in the children’s’ areas. Each country should monitor the website as it would any other business to make sure it complies with the country’s laws. Conclusion NeoPets is positioned to eliminate the fad effect by operating an online environment not subject to product obsolescence. The company should incorporate into its business model a plan to transition through the stages of childhood to adolescence to adulthood with its current base of registered users.

NeoPets should also capture the parents of users as a first line of adult marketing. Finally, the company must incorporate the business and economic environments as well as the culture of the countries in which they offer services. References Daniels, J. , Radebaugh, L. , & Sullivan, D. (2007). International Business Environments and Operations. Upper Saddle River, NJ: Pearson Prentice Hall. Snider, M. (2002, December 23). HEY, KIDS! LET’S PLAY ADVER-GAMES!. Maclean’s, 115(51), 36. Retrieved April 14, 2009, from Business Source Complete database. Hampp, A. (2008, February 25).

Nickelodeon sees digital dollars surge on ‘multi-splatform’ approach. Advertising Age, 79(8), 13-13. Retrieved April 14, 2009, from Business Source Complete database. Schnuer, J. (2005, May 16). RIK KINNEY & LEE BORTH. Advertising Age, 76(20), S-6-S-6. Retrieved April 14, 2009, from Business Source Complete database. Shields, M. (2005, July 25). Surfing Lessons. MediaWeek, 15(28), 4-5. Retrieved April 14, 2009, from Business Source Complete database. Fletcher, M. (2008, November). Virtual worlds. Revolution (14605953), Retrieved April 14, 2009, from Business Source Complete database.

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