The Kids Market: Myths and Realities
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.
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KIDS AS MARKETS
When Do Kids Become Consumers?
Kids Are Better Savers than Their Parents
What Do Kids Buy?
Filling the PiggyBank
Little Naggers with Growing Responsibilities
CHILDRENS REACTIONSTO MARKETING
Pervasive Perturbing Propelling
Why They Work So Well
Talking Instead of Shouting
A OnetoOne Relationship
Overlooking the End User
Kids Best Friends
Satisfying Kids andTheir Parents
Chi1drens Favorite Stores I 19
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