This preview shows page 1. Sign up to view the full content.
Unformatted text preview: ed if the parent refuses to buy a certain item. “All of these appeals and styles may be used
in combination,” McNeal’s research has discovered, “but kids tend to stick to one or two of each that prove most effective… for their own
McNeal never advocates turning children into screaming, breath-holding monsters. He has been studying “Kid Kustomers” for more than
thirty years and believes in a more traditional marketing approach. “The key is getting children to see a firm… in much the same way as
[they see] mom or dad, grandma or grandpa,” McNeal argues. “Likewise, if a company can ally itself with universal values such as
patriotism, national defense, and good health, it is likely to nurture belief in it among children.”
Before trying to affect children’s behavior, advertisers have to learn about their tastes. Today’s market researchers not only conduct surveys
of children in shopping malls, they also organize focus groups for kids as young as two or three. They analyze children’s artwork, hi...
View Full Document
This note was uploaded on 02/25/2014 for the course MGMT 120 taught by Professor Litt during the Spring '08 term at UCLA.
- Spring '08