| Description |
xx, 234 pages : illustrations ; 24 cm |
| Contents |
1. Children of the 1990s -- 2. Influence -- 3. Talking to the market : focus groups -- 4. Surveying the landscape -- 5. Boys and girls -- 6. Bottling magic -- 7. Getting the look, finding the name -- 8. How kids shop -- 9. Tuning in TV advertising -- 10. The printed word -- 11. Extending the excitement -- 12. Nintendo case study -- 13. Nabisco case study -- 14. KidsTrends |
| Summary |
"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 company whose products don't seem remotely child-related redesign its campaigns in order to tap into this huge and growing market? (You'll discover exciting and original ideas you never thought of before!)" "Whether your company is large or small and no matter what products it produces, this book is bound to dramatically increase your share of the consumer market - through the 1990s and beyond!"--Jacket |
| Analysis |
Marketing |
|
United States |
|
Marketing |
|
United States |
| Notes |
Includes index |
| Subject |
Advertising and children.
|
|
Child consumers.
|
|
Marketing research.
|
| Author |
Berry, Jon, 1956-
|
| LC no. |
92040749 |
| ISBN |
0070251118 |
|
9780070251113 |
|
