Kids as Customers: A Handbook of Marketing to Children [Hardcover]

James U. McNeal (Author)

Book Description

Publication Date: July 1, 1992

No descriptive material is available for this title.

Product Details

• Hardcover: 272 pages
• Publisher: Lexington Books (July 1, 1992)
• Language: English
• ISBN-10: 0669276278
• ISBN-13: 978-0669276275
• Product Dimensions: 9.6 x 6.4 x 0.9 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 3.2 out of 5 stars  See all reviews (9 customer reviews)
• Amazon Best Sellers Rank: #688,243 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

4.0 out of 5 stars The reviewer of October 25, 1999 is probably right., April 15, 2009

By 

Robertson Thomas (Hapcheon, Gyeongnam, South Korea) - See all my reviews
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This review is from: Kids as Customers: A Handbook of Marketing to Children (Hardcover)

The author pays occasional lip service to the eithical considerations of marketing to children. At first, I was going to gather up all those quotes and use them as a rebuttal to the reviewer of October 25, 1999.

But then, on page 189, I read "Needs are not for products; products are for needs." In this one disclaimer, McNeal is absolving himself for selling comic books which could be read in ten minutes, colorful toys which lose every child's attention in five minutes, addicting electronic games, and junk food.

The statement would be objectionable even if the word "desires" were substituted for "needs." Children had no desire for designer jeans or hundred-dollar tennis shoes before they were invented by the market.

On the whole, it is an interesting book, but I am a little disappointed. I wanted to learn about the psychological ploys used in baiting children, but I learned very little about that.

2.0 out of 5 stars poorly written, but covers the basics, March 17, 2008

By 

littlelucy (new haven CT) - See all my reviews

This review is from: Kids as Customers: A Handbook of Marketing to Children (Hardcover)

McNeal has written a handful of books and a slew of articles on marketing to kids, and he seems to be the oft-quoted expert whenever the subject comes up in pop media. The book covers kids as primary, secondary, influence, and future markets, and offers thoughts on advertising through mainstream media as well as relying on alternative marketing approaches (e.g. promotional partnerships, product placement) and training retail personnel to better connect with kids. It's pretty solid observational and prescriptive analysis, but it's somewhat repetitive and the statistics are now totally outdated. The psychology involved is really elementary. The author also apparently has no editor and no idea what to do with commas, which undermines his authority if you're a stickler. Still worth reading for a researcher looking at how marketing to kids has evolved, since I think McNeal was once a seminal voice in the field. If you're actually looking for marketing tips, try something from the last 3-5 years.

9 of 15 people found the following review helpful:

5.0 out of 5 stars Coming Soon! The Kids Market: Myths and Realities, April 20, 1999

By A Customer

This review is from: Kids as Customers: A Handbook of Marketing to Children (Hardcover)

The newest book from James McNeal answers important questions about the kids market, including: When do children become consumers? Do kids really save more than their parents? How much money does the average kid have and where does it come from? Why are the numbers six and seven more effective at getting kids' attention than other numbers? What do children say is their favorite fast food? How do children in other countries spend their time and discretionary income? Find answers to these and other important questions from the expert on marketing to kids. Pehaps the book's finest feature is the information contained in dozens of actual drawings done by children 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.