The Kids Market: Myths and Realities

By James U. McNeal

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• Format: Hardcover
• Language: English
• ISBN: 0967143918
• ISBN13: 9780967143910
• Release Date: June 1999
• Publisher: Paramount Market Publishing
• Length: 272 Pages
• Weight: 1.70 lbs.
• Dimensions: 10.5" x 1.0" x 7.5"

Customer Reviews

Insightful and well-organized, disturbing in places

Dr. McNeal is one of those rare professionals who both knows his material and knows how to write about it (or if he had a ghost writer, it was a darn good one). Kids Market is intelligent, easy to read and exceedingly well-laid-out. McNeal organizes his book around a long list of myths about children's marketing, which he debunks one by one in a catchy question-and-answer format. (QUESTION: The milk industry has spent millions marketing milk to kids, so why haven't they made it their favorite snack beverage? ANSWER: Because kids can't snack out of a three-gallon jug. Change the packaging, guys!) On top of that, one really gets the feeling that McNeal likes kids and respects them as customers and as people. However, I found his chapter on ethics somewhat disturbing. He asks and answers several surface questions about what he considers to be unethical practices in children's advertising--such as showing toys in settings that make them look bigger and better than they are or showing snack foods giving kids superpowers--but the question, "Is it wrong to convince kids to buy things that they don't need?" is conspicuously absent. There was one other lapse: When asked the question, "Are kids the object of too much advertising?" he answers, "Well, there isn't as much advertising as there seems to be," and defends his opinion well, but he does not actually answer the question of whether or not it is too much. My reservations are more about marketing in general than about Dr. McNeal, and this is an excellent and entertaining book.

Beware the 'WIWAKs' and the 'MARENTS'

I've been re-reading the book - The Kids Market: Myths and Realities, and once again I'm struck by the insight, and the thoroughness of the research. Dr. James U. McNeal has put together a book that truly is a must have for us in the business of marketing to kids. I would like to talk a little about chapter 9 - 'Barriers to Understanding the Kids Market'. Dr. McNeal points out two caricatures of marketers targeting kids : The "WIWAKs" and the "Marents". The "WIWAKs" exemplify the "When I Was A Kid" approach to kids market strategy. Marents - on the other hand - base their kids market strategy on the fact that they are both marketers and parents. This supposedly gives them a special insight into the kids market. Dr. McNeal then goes on to give a real gem of a formula: "C=f(P,E); that is, Children = function of (Parents, Environment). In long form, what children are, how they think and act ,are a function of both parental and environmental forces constantly at work, even before they were born." (pg. 111) This is why the "Marent" approach to marketing is so potentially misleading. A marketers children are often more likely to reflect their parents' values than a true sense of the kids market. This formula also points out the implicit need for accurate research and product testing to avoid basic marketing blunders such as: "Targeting all kids aged 2 - 12 with one ad message on one TV program, packaging salty snacks for kids in packages that don't cater to their limited dexterity, concept testing a product only among parents, offering premiums whose use requires adult supervision, and displaying product for kids in stores well above their eye level." (pg. 111) In conclusion 'The Kids Market: Myths and Realities' is a must read for anyone interested in reaching the kids market. You can test your own knowledge by comparing your understanding of the kids market to the 27 myths and realities as presented by Dr. McNeal in this well researched and wonderfully presented book. You also get lots of pie chart type marketing data research and charming drawing by children about their perceptions of the shopping experience. Dr. James U McNeal is a Professor of Marketing at Texas A & M University where he teaches courses in marketing and consumer behavior. He is also the author of 'Children as Consumers' and 'Kids as Customers'. Marketers to the Kids Marketplace will find this book invaluable.I hope you enjoy it as much as I have, Judith Judith A. Jewer - KidsMarketing.com

Information Based on Solid Empirical Research

This is a very informative book about the buying behavior of children around the world. This book has given me much insight into this topic. I have also read "Creating Ever Cool." They are two complementary tools for marketers.