The Kids Market: Myths and Realities - Hardcover

James U. McNeal

9780967143910: The Kids Market: Myths and Realities

Hardcover

ISBN 10: 0967143918 ISBN 13: 9780967143910

Publisher: Paramount Market Publishing, 1999

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Book by James U. McNeal

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From the Publisher:

When it comes to children's behavior as emerging consumers, no one speaks with more authority than James McNeal. As a professor of marketing at Texas A&M University, Professor McNeal has been studying and writing about children for more than 35 years. He knows how they perceive the marketplace, how they influence and are influenced by their parents, how much discretionary income they have and what they do with it. This, his eighth and most authoritative book on the topic of kids in the marketplace provides a world of insight into a most important group of consumers, worthy of your attention. He answers many questions, including:

Just how big is the kids market?
When do children become consumers?
What are children's four basic needs?
Do kids really save more than their parents?
How much money does the average kid have and where does it come from?
At what age and where do children make their first independent purchases?
Why are the numbers six and seven more effective at getting kid's attention than other numbers?
What do children say is their favorite fast-food?
Are children more responsive to brands or promotions?
Why do so many kid's products fail?
Why do so many succeed?
How do children in countries other than the U.S. spend discretionary income?

Find answers to these questions and discover other fascinating facts about the economy and psychology of the children's market. Drawing from a broad cross-section of industries, products, and services, this book examines issues of advertising, promotion, product design, and packaging. It also explores issues of social marketing such as selling children on good health practices, charitable giving, and the importance of voting. It focuses on children's perception of the marketplace beginning with their first trip to the grocery store at a median age of two months. It follows through a predictable process in which parents encourage children to ask for things they want and then gradually teach them the concept of exchanging money for goods and services - a process which sets the stage for a lifetime's worth of shopping.

Perhaps the book's finest and most unique feature is the information conveyed in dozens of actual drawings done by children of varying ages from the U.S. and abroad. It's amazing how much you can learn from these illustrations when you have a seasoned expert to point out their most interesting elements and share his wisdom on the topics at hand.

Review:

"A must read for anyone interested in the kid's market or in growing their business. Dr. McNeal's insights into the kid's market make this book both an edifying and enjoyable read. You won't want to put it down." -- Donna Sabino, Director of Strategic Planning and Research, Sports Illustrated for Kids

"Dr. McNeals timing is impeccable. Just as the business of marketing to kids has gotten more mature and complex, McNeal presents us with a resource which not only debunks the common myths of kid marketing, but also provides invaluable lessons and practical advice." -- Julie Halpin, CEO, The Geppetto Group

"Jim McNeal has always been the first and last word on marketing to kids. He is the source we all turn to first for the latest thinking in the field. This book provides a beautiful illustration why." -- George Carey, President, Just Kid Inc.

"Jim McNeal has taught marketers to listen to children. His research, where kids draw shopping, reveals the detailed knowledge children have about brands, merchandising, promotions, and customer relations. Success comes from listening to McNeal and the kids!" -- Cheri Sterman, Director of Child Development, Binney & Smith, Inc. (Crayola products

"My hat is off to Dr. McNeal. He's packed a lot of information into this book but still made it a quick read. It's relevant and fun." -- Colleen Fahey, Executive Vice President, Frankel

"The Kids Market is a remarkably fresh and insightful look at the myths and realities we face in the kids marketing business. I'd recommend this book to anyone interested in breaking down the barriers we adults have to creating effectrive, honest and engaging work for children." -- Cheryl Berman, Chief Creative Officer, Leo Burnett U.S.A. and KidLeo

"The best single source of marketing-to-kids tips I have ever read. McNeal's newest book not only opens our eyes as to how kids have become an even more important market for today's businesses to consider, but also provides invaluable tips to help minimize costly mistakes when marketing to this very savvy segment. My entire staff will read this book." -- Dave Siegel, President, WonderYears Kids Marketing and Advertising

"This is the kind of book that first makes you feel ignorant - then incredibly smart. It's full of clear-cut thinking, backed by the facts. The organization of information into myths and realities makes it easy to find the value that exists on every page. Jim McNeal's 35 years of experience and insight are wonderfully communicated." -- Jack Pierce, Principal Intersect Marketing

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