The Branding Of A Child
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Kids And Branding In A Digital World
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Author : Barry Gunter
language : en
Publisher: Manchester University Press
Release Date : 2015-11-01
Kids And Branding In A Digital World written by Barry Gunter and has been published by Manchester University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-11-01 with Business & Economics categories.
As consumer markets have developed and become more crowded and competitive, so brands have become more important in enabling consumers to make informed choices. This book shows how children become engaged with brands and understand what they mean, and how their relationship with brands changes over time as they mature as consumers. It sets this development against the changes that have occurred in styles of brand promotion in the digital world where more subtle ways of reaching consumers have been developed by brand marketers. Children become aware of brands from an early age. Even before they start school, they can recognise brand names and ask for brands by name. The meaning of brands to children can vary dramatically with age. As with other aspects of consumer socialisation, children's initial orientation towards brands occurs at a superficial level because their level of cognitive development does not allow them to understand deeper-seated symbolic meanings of brands. Children's understanding of brands and the relationships they have with them may also be influenced by the new promotional techniques developed by marketers. Children's recognition of advertisements depends upon being able to identify specific features which signal a persuasive message. In the online world of social media and computer games, the presence of brands may not be recognized as 'advertising' and so the usual learned defenses against persuasion are not triggered. This could place young consumers at a disadvantage. This phenomenon has raised important questions for parents, educators and marketing regulators and these are addressed in this book through reference to the latest research and writings from around the world.
The Branding Of A Child
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Author : Eldon Reed
language : en
Publisher:
Release Date : 2013
The Branding Of A Child written by Eldon Reed and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Foster children categories.
Brandchild
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Author : Martin Lindstrom
language : en
Publisher: Kogan Page Publishers
Release Date : 2004-10-03
Brandchild written by Martin Lindstrom and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-10-03 with Business & Economics categories.
Praise and Reviews "This is a must read book... Lindstrom provides fascinating stories taking you into the mental and emotional life of this new generation..." - Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management "BRANDchild will be a valuable addition to our industry's literature." - Lester Wunderman, Chairman Emeritus and founder of Wunderman Cato Johnson "Lindstrom's fascinating tour-de-force may have you staying awake for 60 hours in order to mine the kids-focused marketing wisdom." - Stann Rapp, MRM Partners Worldwide and co-founder of Rapp Collins Tweens (8- to 14-year-olds) are an increasingly powerful and smart consumer group that spent $300 billion across the globe last year and influenced another $350 billion spend through their parents. Based on the world's most extensive study of tween attitudes and behaviours, and now available in paperback, BRANDchild is the first book to look in-depth at the phenomena behind global kids and their relationships with brands. Conducted by Millward Brown, the leading global market research agency, the BRANDchild survey involved several thousand kids from more than 70 cities in 14 countries (throughout Europe, Asia, the United States and South America). Several renowned experts share their unique views on kids' trends and fascinating marketing techniques. Packed with practical advice on how to create kids' brands, including more than 50 previously unpublished case studies, BRANDchild proposes innovative ways of marketing to this young audience.
Kids And Branding In A Digital World
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Author : Barrie Gunter
language : en
Publisher:
Release Date : 2016
Kids And Branding In A Digital World written by Barrie Gunter and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016 with Social Science categories.
This book is about how kids become engaged with brands, and how their relationship with them changes over time as they mature as consumers. Children are introduced to brands at an early age, and they have become increasingly brand conscious. As consumer markets have developed and become more crowded and competitive, so brands have become more important in enabling consumers to make informed choices. However, it may not always be in a child's best interests to develop a preoccupation with brands, particularly if they influence the way they think about themselves. This book examines the emergence of brand awareness among children and the importance of their cognitive development to their understanding of brands and consumer socialisation. It also sheds light on problems caused by the emergence of new forms of branding in the digital era, especially in online social media and virtual environments where so many children now spend a great deal of time, and explores the implications for children and for regulators.
The Branding Of A Child
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Author : Eldon Reed
language : en
Publisher: CreateSpace
Release Date : 2013-09
The Branding Of A Child written by Eldon Reed and has been published by CreateSpace this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-09 with categories.
Seven-year-old Brandon Hall has been neglected by his mother and abused by the men she keeps. He is removed from the home and taken to the Childers' eighteen-hundred acre Angus ranch. He is shy, afraid, and seemingly scarred permanently by his ugly past. This is Kirk and Katie Childers' first foster child. Will they know how to answer the many questions foster children have? More importantly, will they be able to transform those scars from his violent past into a special brand of his own?
Understanding Children As Consumers
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Author : David Marshall
language : en
Publisher: SAGE
Release Date : 2010-04-19
Understanding Children As Consumers written by David Marshall and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-04-19 with Business & Economics categories.
What drives children as consumers? How do advertising campaigns and branding effect children and young people? How do children themselves understand and evaluate these influences? Whether fashion, toys, food, branding, money - from TV adverts and the supermarket aisle, to the internet and peer trends, there is a growing presence of marketing forces directed at and influencing children and young people. How should these forces be understood, and what means of research or dialogue is required to assess them? With critical insight, the contributors to this collection, take up the evaluation of the child as an active consumer, and offer a valuable rethinking of the discussions and literature on the subject. Features: • 14 original chapters from leading researchers in the field • Each chapter contains vignettes or case examples to reinforce learning • Contains consideration of future research directions in each of the topics that the chapters cover. This book will be relevant reading for postgraduates and advanced undergraduates with an interest in children as consumers, consumer behaviour and on marketing courses in general as well as for researchers working in this field.
Advertising To Children
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Author : Marcia Amidon Lusted
language : en
Publisher: ABDO Publishing Company
Release Date : 2008-09-01
Advertising To Children written by Marcia Amidon Lusted and has been published by ABDO Publishing Company this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-09-01 with Juvenile Nonfiction categories.
This book gives readers a balanced look at the issue of advertising to children and its surrounding arguments. Advertising to Children familiarizes readers with the basics of marketing and selling products, the history of children as consumers, current marketing strategies, food marketing, branding, and overconsumption. Color photos and informative sidebars accompany easy-to-follow text. Features include a timeline, facts, additional resources, web sites, a glossary, a bibliography, and an index.
Advertising To Children
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Author : M. Carole Macklin
language : en
Publisher: SAGE Publications
Release Date : 1999-07-16
Advertising To Children written by M. Carole Macklin and has been published by SAGE Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999-07-16 with Business & Economics categories.
Children represent a valuable target audience for advertisers, with over $200 billion in direct purchases and influenced spending. However, questions exist about both the effectiveness of marketing to children as well as the impact this advertising has on the children themselves. Current debates over smoking and alcohol consumption highlight this issue from all perspectives: marketers, parents, and policymakers. Advertising to Children presents cutting-edge research designed to stimulate and inform this debate. Well-known authors contribute their perspectives, with chapters organized in sections to address what children know and think about advertising, how advertising works with children, and what issues are at the forefront of societal and public-policy thinking. Editors M. Carole Macklin and Les Carlson have lead research in this field and lend their expertise. More than just a litany of hot topics, this book provides a wide-angle lens on the field, with insights from advertising, marketing, communication, and psychology.
What Kids Buy And Why
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Author : Daniel Acuff
language : en
Publisher: Simon and Schuster
Release Date : 2010-06-15
What Kids Buy And Why written by Daniel Acuff and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-06-15 with Business & Economics categories.
If you're in the business of marketing or developing products and programs for kids, What Kids Buy and Why belongs in your office. How can you create outstanding products and programs that will win in the marketplace and in the hearts of kids and parents? Dan S. Acuff and Robert H. Reiher have invented a development and marketing process called Youth Market Systems that puts the needs, abilities, and interests of kids first. This system makes sure you won't miss the mark whether you're trying to reach young children or teens, boys or girls, or whether you're selling toys, sports equipment, snacks, school supplies, or software. Based on the latest child development research, What Kids Buy and Why is chock-full of provocative information about the cognitive, emotional, and social needs of each age group. This book tells you among other things--why 3-through-7-year-olds love things that transform, why 8-through-12-year-olds love to collect stuff, how the play patterns of boys and girls differ, and why kids of all ages love slapstick.What Kids Buy and Why is the result of Acuff and Reiher's almost twenty years of consulting with high-profile clients including Johnson & Johnson, Nike, Microsoft, Nestle, Tyco, Disney, Pepsi, Warner Brothers, LucasFilm, Amblin/Spielberg, Mattel, Hasbro, Kraft, Coca-Cola, Quaker Oats, General Mills, Broderbund, Bandai, Sega, ABC, CBS, I-HOP, Domino's, Hardee's, and Kellogg's. Special features include: an innovative matrix for speedy, accurate product analysis and program development a clear, step-by-step process for making decisions that increase your product's appeal to kids tools and techniques for creating characters that kids love Here is the complete one-stop tool for understanding what children of all ages want to buy.
The Marketing Of Children S Toys
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Author : Rebecca C. Hains
language : en
Publisher: Springer Nature
Release Date : 2021-04-13
The Marketing Of Children S Toys written by Rebecca C. Hains and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-04-13 with Social Science categories.
This book offers rich critical perspectives on the marketing of a variety of toys, brands, and product categories. Topics include marketing undertaken by specific children’s toy brands such as American Girl, Barbie, Disney, GoldieBlox, Fisher-Price, and LEGO, and marketing trends characterizing broader toy categories such as on-trend grotesque toys; toy firearms; minimalist toys; toyetics; toys meant to offer diverse representation; STEM toys; and unboxing videos. Toy marketing warrants a sustained scholarly critique because of toys’ cultural significance and their roles in children’s lives, as well as the industry’s economic importance. Discourses surrounding toys—including who certain toys are meant for and what various toys and brands can signify about their owners’ identities—have implications for our understandings of adults’ expectations of children and of broader societal norms into which children are being socialized.