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Advertising to Children in China [Paperback]

By Kara Chan (Author) & James U. McNeal (Author)
Our Price $ 16.80  
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Item Number 175214  
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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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Item Specifications...

Studio: The Chinese University Press
Pages   220
Est. Packaging Dimensions:   Length: 8.9" Width: 6" Height: 0.5"
Weight:   0.55 lbs.
Binding  Softcover
Release Date   Jul 1, 2006
Publisher   The Chinese University Press
ISBN  9629961792  
ISBN13  9789629961794  

Availability  0 units.

More About Kara Chan & James U. McNeal

Register your artisan biography and upload your photo! 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.

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Product Categories

1Books > Subjects > Business & Investing > Economics > Economics
2Books > Subjects > Business & Investing > General
3Books > Subjects > Business & Investing > Marketing & Sales > Advertising
4Books > Subjects > Business & Investing > Marketing & Sales > Marketing > General
5Books > Subjects > Business & Investing > Marketing & Sales > Marketing
6Books > Subjects > Nonfiction > Politics > General
7Books > Subjects > Nonfiction > Politics
8Books > Subjects > Nonfiction > Social Sciences > Media Studies
9Books > Subjects > Nonfiction > Social Sciences > Sociology > General

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.

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