Marketing to and Through Kids

Overview

Marketing and advertising professionals: take notice! The two-career American household has spawned a generation of wise-beyond-their-years children with unprecedented influence over all kinds of family purchases, from food and clothes to cars and computers...to the tune of $120 billion in sales a year! And yet, as surprising as it may seem, only a small percentage of companies today are tapping into this powerful, lucrative, but largely overlooked market. The ones that have done so, and done so successfully - ...
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Overview

Marketing and advertising professionals: take notice! The two-career American household has spawned a generation of wise-beyond-their-years children with unprecedented influence over all kinds of family purchases, from food and clothes to cars and computers...to the tune of $120 billion in sales a year! And yet, as surprising as it may seem, only a small percentage of companies today are tapping into this powerful, lucrative, but largely overlooked market. The ones that have done so, and done so successfully - including Nike, Levi Strauss, Nintendo, Mattel, McDonalds, The Gap, Disney World, and Nabisco - are enjoying record sales and profits. What they have done, your company can do, too, with the help of the practical, proven, meticulously researched techniques in this book. Solidly based on the latest focus group studies and nationwide surveys, which reveal emerging trends in the consumer patterns and interests of children today. Marketing To and Through kids offers the kind of hard-to-come-by demographic and psychographic information you need to formulate a successful, on-target, child-oriented campaign. Learn the answers to all your most important marketing questions, including:. How do today's children influence the buying patterns of their parents? On what kinds of products and services do their opinions have the greatest impact? What are the current ads and marketing campaigns that appeal most to kids? That appeal least? What are kids' reactions to various ads in the latest research? What kinds of products do children buy directly? How much money does the typical child have to spend in each age group? How do boys' shopping patterns and girls' shopping patterns differ? What kinds of store environments does each group prefer? What are the most important elements of product packaging when appealing to young consumers? How do you create brand awareness and foster brand loyalty in a group known for its desire to experiment with new products? How does the comp

The two-career American household has spawned a generation of wise-beyond-their-years children with unprecedented influence over all kinds of family purchases, from food and clothes to cars and computers. Now marketing and advertising professionals can learn how to tap into this $70 billion-a-year goldmine. 35 illustrations.

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Product Details

  • ISBN-13: 9780070251113
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 1/15/1993
  • Pages: 234
  • Product dimensions: 6.26 (w) x 9.31 (h) x 1.05 (d)

Table of Contents

Foreword
Preface
Acknowledgements
1 Children of the 1990s 1
2 Influence 19
3 Talking to the Market: Focus Groups 38
4 Surveying the Landscape 56
5 Boys and Girls 65
6 Bottling Magic 83
7 Getting the Look, Finding the Name 100
8 How Kids Shop 114
9 Tuning in TV Advertising 126
10 The Printed Word 147
11 Extending the Excitement 164
12 Nintendo Cue Study 184
13 Nabisco Case Study 198
14 KidTrends 213
Index 229
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