The Kids Market: Myths and Realities

Front Cover
Paramount Market Publishing, 1999 - Business & Economics - 272 pages
1 Review
Marketing to kids is big business and James U. McNeal tells you how to avoid the pitfalls. Without a doubt this is the best book available on marketing to kids.Called the "godfather of kids marketing," by U.S. News and World Report, James McNeal shares all his knowledge gained from years of experience marketing to kids in this country and in Asia.This comprehensive book on marketing to kids explains:-- The size of the kids market--we're talking Billions!-- How kids become consumers, starting around the age of 2 months.-- How kids learn about money and brands.-- What kids like to buy and how much money they have to spend.-- What kids know about saving money.-- How kids influence family spending and what they use their influence for.-- Promotions for marketing to kids--hot buttons and red flags.-- How to create responsible and effective advertising messages when marketing to kids.A unique feature of The Kids Market: Myths and Realities is the information about marketing to kids conveyed in dozens of actual drawings by children from the U.S. and abroad. It's is amazing how much you can learn about marketing to kids from these illustrations when you have a seasoned expert to point out their most interesting elements and share his wisdom.
  

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

Preface
9
KIDS AS MARKETS
29
When Do Kids Become Consumers?
37
Kids Are Better Savers than Their Parents
49
What Do Kids Buy?
57
Filling the PiggyBank
67
Little Naggers with Growing Responsibilities
75
CHILDRENS REACTIONSTO MARKETING
109
Pervasive Perturbing Propelling
139
Why They Work So Well
154
Talking Instead of Shouting
167
A OnetoOne Relationship
177
Overlooking the End User
188
Kids Best Friends
201
Satisfying Kids andTheir Parents
213
Copyright

Chi1drens Favorite Stores I 19
119

Common terms and phrases

References to this book

Liquid Life
Zygmunt Bauman
No preview available - 2005
All Book Search results »

Bibliographic information