Item description for Advertising to Children in China by Kara Chan & James U. McNeal...
This book is about children and advertising in China, the country with the largest children population in the world. As China rapidly becomes a market-driven economy, and it's one-child-per-family policy spreads throughout society and repositions children as focal points of family life, effective marketing to children and their parents demands good information about them.
This book provides answers to the following questions:
What are the characteristics of the children market in China and what are the ways to reach Chinese children?
How do Chinese children's understanding of television advertising, their trust and liking of television commercials, their understanding of brands, and their responses to commercials change with age?
How do parents and children communicate about consumption and television commercials? How do parents' attitudes toward advertising impact on their children?
What do commercials in China communicate?
How are children's commercials in China regulated?
The book also draws conclusions about Chinese children as a market and its implications for advertisers and marketers, parents, policy makers and social groups.
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Studio: The Chinese University Press
Est. Packaging Dimensions: Length: 8.9" Width: 6" Height: 0.5" Weight: 0.55 lbs.
Release Date Jul 1, 2006
Publisher The Chinese University Press
ISBN 9629961792 ISBN13 9789629961794
Availability 0 units.
More About Kara Chan & James U. McNeal
Kara Chan is currently Professor and Public Relations and Advertising option coordinator in the Department of Communication Studies, Hong Kong Baptist University. She worked in the advertising and public relations profession and as a statistician for the Hong Kong Government before she joined the academia. She actively involves in research on Hong Kong and China's consumer behavior and advertising, and environmental studies. She recently completd a research project on Advertising and children in China.
Reviews - What do customers think about Advertising to Children in China?
Noteworthy guide on how to tap China's newest niche market: children Oct 2, 2008
China's one-child policy, introduced in 1979, has led to an unprecedented phenomenon: An urban child is now the sole benefactor of the attention, interest and earnings of two parents and four grandparents. This, combined with China's mushrooming capitalist economy, has boosted children's status, purchasing power and sway within Chinese households. Children now control far more currency than in the past. They influence family purchases and have pocket money to spend on indulgences. Kara Chan and James U. McNeal delve into this market, and illustrate how Chinese children perceive advertising by age, gender and location. Although the authors' deep academic methodology, tables and quantitative analysis are not wholly relevant to the advertising business and many of their findings are not unique to China, getAbstract considers this unprecedented study a fascinating insight into the children's market in China's capitalist society.