The Kids Market & The Great Tween Buying Machine

Children aged between 4-12 not only control billions of their own money, they also influence hundreds of billions of their families' expenditures, often through the powerful "nag factor." However, the children's marketplace breaks down into two very different demographics -- kids ages 4-7 versus "tweens" ages 8-12. You can't create a campaign for one and hope it will work for the other, because you'll fail. That's why we're offering you two books, instead of one so-called encompassing one. The Kids Market reveals 25 myths and realities, including

• Myth: Kids spend all they get on sweets. (Reality: they spend less than 1/3rd)
• Myth: PR is not useful in the kids marketplace. (Reality: PR is absolutely necessary)
• Myth: "I have kids of my own, so I understand the marketplace" (Reality: you don't.)
• Myth: Saturday-morning TV is the most effective ad buy. (Reality: It depends on your goals - Web sites, direct mail, radio, movies, POP displays, and other media can work better than TV.) You'll also learn how to develop brand loyalty by using promotions (works better than you might think for this marketplace); how to launch a "club" relationship campaign for kid consumers that pays off; and how price and packaging affect the market. Includes lots of charts and data you can use to sell your budget and plans to your clients or to your boss. The Great Tween Buying Machine: Marketing to Today's Tweens helps you understand how to make your product popular in a marketplace where popularity is everything. The one critical thing you must know -- if littler kids like something, tweens will probably turn up their noses at it. Our favorite part of this book are the illustrations - both in chart-form and actual advertising images - that help make every point come alive. Charts include:
• Sales share gained by nagging: Parents would NOT have purchased the product if not nagged.
• Types of Web sites tweens visit (note: search engines are far down the list)
• Top tween interests - boys vs girls
• Centrics: Factors that drive tween behaviors Images include collages of photos used in advertising showing how each relates to a specific tween need - such a power, fun, freedom, or belonging. Plus the authors detail how to run a focus group targeting tweens, how licensing and sponsorships fit into your marketing plan, and marketing opportunities via schools and via the Internet. Both of these books The Kids Marketplace and The Great Tween Buying Machine and highly practical. There's no fluff, no untested theory, no buzzwords, and no untried practices. We highly recommend them, and are happy to offer you this package of both backed by our 100% satisfaction guarantee. If you are not completely satisfied, return the books for a quick 100% refund. These books are available in print only and ship in 24 hours.
  
  What Readers Say about The Kids Market
  
  "A must read for anyone interested in the kid's market or in growing their business. You won't want to put it down."
  Donna Sabina
  Director, Strategic Planning & Research
  Sports Illustrated for Kids
  
  "This is the kind of book that makes you feel ignorant - then incredibly smart. It's full of clear cut thinking, backed by facts."
  Jack Pierce
  Principal
  Intersect Marketing
  
  "I'd recommend this book to anyone interested in breaking down the barriers we adults have to creating effective, honest and engaging work for children."
  Cheryl Berman
  Chief Creative Officer
  Leo Burnett USA & Kid Leo
  
  What Readers Say about The Great Tween Buying Machine
  
  "Don't start your plan without it. This book not only teaches you which marketing tools are the most effective with tweens, it provides detailed insight into why and how each tool works best based on developmental, psychological and environmental factors. A must read."
  David Lund
  Director of Marketing
  Chiquita Fresh North America
  
  "A straightforward and simple guide that tells us what we need to know about tweens in a clear and hands-on way. The tween marketer will turn to it again and again."
  Jordi Ferre
  VP Marketing
  Chupa Chups USA
  
  Complete List of Charts and Graphs
  The Kids Market: Myths and Realities
  
  Figure 0-1: Kids' Spending (in unadjusted $Billions)
  Figure 0-2: (Child's Drawing of Shopping)
  Figure 0-3: Marketing as a Social Process
  Figure 1-1: (Child's Drawing of Shopping)
  Figure 2-1: Conceptualization of the Development of Consumer Competences in Childhood
  Figure 2-2: Stage 1: Children's First Store
  Figure 2-3: Stage 2: Stores Where Children's First Requests Are Made
  Figure 2-4: Stage 2: Types of Products Requested
  Figure 2-5: Stage 3: Stores Where Children's First Selections Are Made
  Figure 2-6: Stage 3: Types of Products First Selected by Children
  Figure 2-7: Stage 4: Stores Where Children's First Co-Purchases Are Made
  Figure 2-8: Stage 4: Children's First Purchase with Parents
  Figure 2-9: Stage 5: Stores Where Children's First Independent Purchase Are Made
  Figure 2-10: Stage 5: Children's First Purchase
  Figure 2-11: (Child's Drawing of Shopping)
  Figure 3-1: (Child's Drawing of Shopping)
  Figure 3-2: (Child's Drawing of Shopping)
  Figure 3-3: National Estimates of Income, Spending, and Saving in 1997 for Children Aged 4-12
  Figure 3-4: Children's Weekly Savings Rates by Age & Gender
  Figure 4-1: How U.S. Children Spend Their Own Money
  Figure 4-2: (Child's Drawing of Shopping)
  Figure 4-3: (Child's Drawing of Shopping)
  Figure 5-1: (Child's Drawing of What Comes to Mind When You Think of a Long Weekend)
  Figure 5-2: (Child's Drawing of What Comes to Mind When You Think of a Long Weekend)
  Figure 5-3: Five Major Sources of Income for Children Ages 4-12
  Figure 6-1: Estimated Extent to Which Parents Honor Children's Requests for Selected Products
  Figure 6-2: (Child's Drawing of Perception of the Marketplace)
  Figure 7-1: (Child's Drawing of Shopping)
  Figure 7-2: Parental Receptiveness to Children's Requests by Age
  Figure 7-3: Estimates of Kids' Influence on Selected Products Purchases, 1997
  Figure 8-1: (Child's Drawing of Shopping)
  Figure 8-2: A Comparison of New Customers Nurtured from Childhood with New Customers Switched from Competitors
  Figure 9-2: (Child's Drawing of Shopping)
  Figure 10-1: (Child's Drawing of Favorite Store)
  Figure 10-2: Where Children Would Spend a $100 Windfall
  Figure 10-3: Kids' Favorite Stores
  Figure 10-4: (Child's Drawing of Favorite Store)
  Figure 11-1: (Child's Drawing of Shopping)
  Figure 11-2: Price Sensitivity Curve
  Figure 12-1: Bad Advertising to Kids Produces Bad Results for Advertisers & Consumers
  Figure 12-2: The SCITAM Screen: Deterrent to Dishonest Advertising
  Figure 12-3: (Child's Drawing of Store Floor)
  Figure 12-4: (Child's Drawing of Store Floor)
  Figure 13-1: (Child's Drawing Based on Instructions to Draw a Cereal Box)
  Figure 14-1: Communication Strategies Jointly Utilizing Advertising & Public Relations
  Figure 14-2: (Child's Drawing of What Comes to Mind When You Think of the New "Long" Two-Day Weekend)
  Figure 15-1: Use of Communications Vehicles by Kids' Clubs
  Figure 15-2: Activities of Kids' Clubs that Consume Most of Their Resources
  Figure 15-3: What Club Managers Say about the Impact of Kids' Club on Their Sponsoring Companies
  Figure 16-1: (Child's Drawing Based on Instructions to Draw a Cereal Box)
  Figure 16-2: Major Sources of Requirements Placed on Packaging for Kids
  Figure 17-1: How Consumption of Brands by Children Intrinsically and Extrinsically Enhance the Self-Concept
  Figure 17-2: (Child's Drawing of Shopping)
  Figure 18-1: (Child's Drawing of Shopping)
  Figure 18-1: A Continuum Scale of Products Ranging from Adults-Only to Kids-Only
  Figure 18-3: Six Most Important Needs of Children, Ranked by Age
  Figure 19-1: (Illustration of a Completion Test in Which Children Were Asked to Write in What TV Program They Want to View Next)
  Figure 20-1: Children in the Asia-Pacific Region (Population Numbers in Thousands)
  Figure 20-2: (Child's Drawing of Shopping)
  Figure 20-3: Weekly Income, Spending, Saving, & Saving Rate of Urban Chinese Children, by Age
  Figure 20-4: Purchases Made by Urban Chinese Children, with Parents & Independently, by Age
  Figure 20-5: Chinese Children's Influence on Parent's Purchases, Shown as Percentage by Age
  Section of 24 Colorplates reproducing Figures 0-1, 1-1, 2-11, 3-1, 3-2, 4-2, 4-3, 5-1, 5-2, 6-1, 7-1, 8-1, 9-2, 10-1, 10-4, 11-1, 12-3, 12-4, 13-1, 14-2, 16-1, 17-2, 18-1, 19-1, 20-2
  
  The Great Tween Buying Machine
  
  Figure 1.1: Stature-for-Age and Weight-for-Age Percentiles
  Figure 1.2: Stature-for-Age and Weight-for-Age Percentiles
  Figure 1.3: Growth Curves of Different Organ Systems of the Body
  Figure 3.1: Maslow's Hierarchy of Needs
  Figure 3.2: Everett Rogers Adoption Curve
  Figure 4.1: Percent of Purchases Parents Choose Solely
  Figure 4.2: Share Gained by Nagging
  Figure 4.3: When Buying Food for Children, Kids' Influence Is Far More Important that Advertising
  Figure 4.4: Tween Purchase Influence
  Figure 4.5: Out-of-School Child Care for Children with Employed Mother (in percent)
  Figure 4.6: Parental Receptivity to Kid Nags
  Figure 4.7: Top 5 Ways Tweens Earn Money
  Figure 5.1: When Tweens Get Home
  Figure 5.2: Average Daily Minutes Tweens Spend Relaxing
  Figure 5.3: Sports Played in the Past 12 Months
  Figure 5.4: Activities Participated in During the Past Year
  Figure 5.5: Group Affiliation (Union Bay Ad)
  Figure 5.6: Group Affiliation (Union Bay Ad)
  Figure 6.1: Tweens Feel Cared For
  Figure 7.1: Chiquita In-School Program
  Figure 8.1: Tweens and Fashion (Child's Drawing of "Shopping for Clothes")
  Figure 8.2: Tweens and Fashion (Child's Drawing of "Shopping for Clothes")
  Figure 8.3: Where Tweens Like to Shop
  Figure 8.4: Boys Choose the Best Place to Buy Clothes
  Figure 9.1: Tween's Average Daily Exposure to Advertising-Sponsored Media
  Figure 9.2: Percent of Children Who Viewed TV Shows Based on Previous Day, by Age
  Figure 9.3: Average Daily Computer Use among Computer User's, Aged 8 to 13 (in Minutes)
  Figure 9.4: Web Sites Visited Frequently by 9 to 12 Years Olds
  Figure 13.2: Product Developer/Creative Form