Zurück zur Kategorie Nordamerika

Advertising to Children in China

by Kara Chan and James U. McNeal

		Publisher: The Chinese University Press This Edition: 2006 First Edition: 2004 ISBN: 978-9629961794 No. pages: 220 Category: Sales & Marketing

In this summary you will learn

Why the Chinese children’s market is so valuable
How Chinese kids and their parents perceive television advertising
How to gain access to the children’s market in China

Why you should read Advertising to Children in China

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.

About the Authors

Dr. Kara Chan is a professor at the Department of Communication Studies at Hong Kong Baptist University. James U. McNeal is a former marketing professor at Texas A&M University and a world expert on the effects of marketing on children.

Rating (what is this?)

Overall		(7)
Applicability		(6)
Innovation		(8)
Style		(6)

Level of Expertise (what is this?)

Level

(3)

Buy the Book

Click here to buy the book "Advertising to Children in China". If you wish to purchase 20 or more copies of the same title (not the summary, but the "real" book), please contact us at bulkorders@getAbstract.com. Make sure you include the title of the book and your phone number.

getAbstract makes it easy for you to access the summary of Advertising to Children in China any time or any place. Once registered, you can choose from a variety of download formats: PDF for your computer, BlackBerry, iPhone, Kindle, PDA or other handheld devices. You can even obtain the audio version of many of our summaries.
Subscribe today to gain access to this summary as well as many other compelling titles!