Summary of Advertising to Children in China

The Chinese UP,
First Edition: 2004 more...

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Advertising to Children in China book summary
Four grandparents, two parents: Chinese kids dip into six doting wallets. How to tap the world’s largest kids’ market.


7 Overall

6 Applicability

8 Innovation

6 Style


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.

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


“People x Money = Markets”
A market is a group of people linked by a common characteristic, such as age, gender or race, multiplied by their income or purchasing power. Mainland China is home to an estimated 300 million children younger than 15. Roughly 100 million of these children live...
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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.

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Contained in Knowledge Pack:

  • Knowledge Pack
    Advertising in China
    To sell your product in the world's biggest emerging market, you have to advertise – but if you already think China is a wild, wooly commercial frontier, just wait until you try marketing there.

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