Kids as Customers: A Handbook of Marketing to Children / Edition 258

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Marketing to children is a multibillion dollar industry, and now a leading researcher and consultant in the field provides the essential do's and don'ts for tapping into this lucrative market. McNeal also looks at the future of the children's marketplace and discusses the concerns of consumer advocates and parents. Line drawings.

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Product Details

  • ISBN-13: 9780669276275
  • Publisher: Lexington Books
  • Publication date: 1/28/1992
  • Edition description: New Edition
  • Edition number: 258
  • Pages: 272
  • Product dimensions: 6.33 (w) x 9.42 (h) x 1.00 (d)

Table of Contents

Preface ix
Part 1 Introduction
1 The Emergence of Children as Customers 2
A Historical Perspective 4
A Sociological Explanation 6
Children's Development as Consumers 8
The Role of the Marketer 13
Children as a Multidimensional Market 14
Summary: A Vote for Kid Kustomer 17
A Couple of Warnings 18
Later Chapters 20
References 20
Part 2 Children Are Three Markets
2 Children as a Primary Market: Their Income, Spending, and Saving 22
Children's Income 23
Children's Savings 29
Children's Expenditures 31
Overprivileged Children 32
Marketing Implications of Kids with Money 34
Summary and Conclusions 35
References 37
3 Children as a Primary Market: Their Spending and Shopping 38
Products Purchased by Children 39
Children's Preferred Stores 42
Children's Independent Purchase-Visits 44
What Shopping and Spending Mean to Children 46
References 61
4 Children as a Market of Influencers 62
Reasons for Children's Influence 64
Extent of Children's Consumer Influence 65
Information Sources Underlying Children's Requests 70
Children's Requesting Styles and Appeals 72
Location of Children's Requests to Parents 74
Influence of Kids on Parents' Choice of Retail Outlets 76
Parental Response to Children's Requests 77
Marketers' Perceptions of Kids' Influence on Parental Purchases 81
Marketing to Children as Influencers 84
References 87
5 Kids as a Future Market: Reaching Them Through a Multidimensional Segmentation Strategy 88
Children as a Source of Future Customers 91
The Importance of Loyalty in Cultivating Kids as Future Customers 92
Building a Loyal Relationship with Children as Future Customers 95
Marketing to Kids Using a Multidimensional Segmentation Strategy 101
Managerial Suggestions 102
References 104
Part 3 Marketing to Kids as Customers
6 Retailing to Children 106
Reasons for Retailers to Target Children as Consumers 107
Retailers' Responses to Kids as Customers 111
Some Retailers Target Children, Some Don't 115
Nonstore Retailing 122
Service Retailers 124
Conclusions and Recommendations 126
References 129
7 Advertising to Children 130
Advertising as Part of the Marketing Communications Mix 131
Changes in Advertising Media Targeted to Children 136
Effects of Advertising to Children 144
Encoding/Decoding Problems in Advertising to Children 147
Observations and Recommendations 153
References 157
8 Targeting Promotion and Publicity to Children 158
Targeting Promotion to the Children's Market 160
Children-Targeted Public Relations 168
Kids Clubs: A New Channel of Communications 173
Summary and Suggestions 177
References 179
9 Planning and Developing New Products for Children 180
Strategies for New Products for Kids 182
Remember, the Package Is for Kids, Too 193
Needed: New, New Product Strategies That Really Target Kids 197
References 201
10 Marketing Research Among Children: Purposes, Procedures, Problems 202
Purposes of Researching Young Consumers 204
Techniques and Procedures for Researching Children 209
Problems in Researching Kids as Customers 220
Using Parents as Surrogates for Children in Marketing Research 223
References 225
Part 4 Kids as Customers Tomorrow
11 Children as Global Consumers 228
Reasons to Consider Children as Worldwide Consumers 230
Reasons to Study Children as Global Consumers 234
Children's Consumer Behavior in Other Parts of the World: The Case of the Pacific Rim 235
Multinational Marketing Strategy to Kids: Standardize or Localize? 248
References 250
Name Index 251
Subject Index 254
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