Cover image for The kids market : myths and realities
The kids market : myths and realities
McNeal, James U.
Personal Author:
Publication Information:
Ithaca, NY : Paramount Market, 1999.
Physical Description:
272 pages : illustrations ; 27 cm
General Note:
Includes index.
Format :


Call Number
Material Type
Home Location
Item Holds
HF5415.33.U6 N362 1999 Adult Non-Fiction Central Closed Stacks

On Order



Marketing to kids is big business and James U. McNeal tells you how to avoid the pitfalls. Without a doubt this is the best book available on marketing to kids.Called the "godfather of kids marketing," by U.S. News and World Report, James McNeal shares all his knowledge gained from years of experience marketing to kids in this country and in Asia.This comprehensive book on marketing to kids explains:-- The size of the kids market--we're talking Billions!-- How kids become consumers, starting around the age of 2 months.-- How kids learn about money and brands.-- What kids like to buy and how much money they have to spend.-- What kids know about saving money.-- How kids influence family spending and what they use their influence for.-- Promotions for marketing to kids--hot buttons and red flags.-- How to create responsible and effective advertising messages when marketing to kids.A unique feature of The Kids Market: Myths and Realities is the information about marketing to kids conveyed in dozens of actual drawings by children from the U.S. and abroad. It's is amazing how much you can learn about marketing to kids from these illustrations when you have a seasoned expert to point out their most interesting elements and share his wisdom.

Reviews 1

Choice Review

McNeal addresses the topic of marketing to children (ages four to 12) head-on. He exposes what he terms "myths" about children as markets and argues that children are "consumers in training" and as such, deserve more attention and respect by manufacturers, retailers, and advertisers. In the first major section of the book, McNeal explains how his children-centered research has revealed how kids ought to be viewed in terms of both their current and future spending potential. McNeal argues that brands established during childhood may have lasting significance throughout adulthood. One of the most interesting aspects of this work is its assessment of global similarities among children. The author has spent considerable effort examining children in both the US and other countries to identify similarities in international patterns of spending and decision making. The international examples of children's art are evidence not only of a diverse market potential, but also of McNeal's intimate understanding of the importance of listening to the consumer. Another useful publication on this topic is Dan Acuff's What Kids Buy and Why: The Psychology of Marketing to Kids (CH, Jun'98). McNeal's work is recommended for practitioners as well as students, upper-division undergraduate and up. T. J. Belich; Bethel College (MN)