Marketing to and through kids

The two-career American household has spawned a generation of wise-beyond-their-years children with unprecedented influence over all kinds of family purchases, from food and clothes to cars and computers - worth 70 billion in sales a year. This work teaches marketing and advertising professionals how to tap into this largely overlooked and powerful consumer bloc. Based on recent focus group research, it shows marketers how to spot and take advantage of emerging trends in the lucrative kids' market. In addition, there is demographic and psychographic information, plus numerous real-world examples of how companies are discovering what works - and what doesn't - in marketing to children as purchasers themselves, as well as instigators of their parents' purchases.