China, the country with the largest population of children in the world, is rapidly becoming a market-driven economy. As it's one-child-per-family policy spreads throughout society and repositions children as the focal point of family life, effective marketing requires accurate information. This book asks the following: *What are the characteristics of the market for children in China & what are the ways to reach Chinese children? *How do Chinese children's understanding of television advertising, their trust & liking of television commercials, their understanding of brands, & their responses to commercials change with age? *How do parents & children communicate about consumption & 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. Dr Kara Chan is Associate Professor at the Department of Communication Studies, Hong Kong Baptist University. She teaches advertising creativity, advertising and social communication, and communication research methods. She worked in the advertising and public relations profession and as a statistician for the Hong Kong Government before she joined the University. Her research areas are about Hong Kong and China's mass communication, advertising and environmental studies. She has published over twenty articles on advertising and consumer behavior in Hong Kong and China. She was a Fulbright Scholar at Bradley University, Illinois for 1999 to 2000. Prof.James U. McNeal is Visiting Professor at Guanghua School of Management, Peking University, China where he teaches a course in children consumer behavior. He has studied children's consumer behavior for over 35 years. He is author of over 50 articles on the subject, and three books. He is a consultant to a wide range of producers and retailers that target children and their families in the U.S. and worldwide, and also advises a number of not-for-profit organisations that are interested in children.

230 x 150mm.

224pp

(For this item please quote stock ID 22272)

Related Subject Areas:

Economics