What Kids Buy The Psychology of Marketing to Kids

by Reiher, Robert H; Acuff, Daniel

• ISBN13: 9780684871172
• ISBN10: 0684871173
• Format: Paperback
• Copyright: 1999-05-01
• Publisher: Touchstone

Summary

If you're in the business of marketing or developing products and programs for kids, What Kids Buy and Why belongs in your office. How can you create outstanding products and programs that will win in the marketplace and in the hearts of kids and parents? Dan S. Acuff and Robert H. Reiher have invented a development and marketing process called Youth Market Systems that puts the needs, abilities, and interests of kids first. This system makes sure you won't miss the mark whether you're trying to reach young children or teens, boys or girls, or whether you're selling toys, sports equipment, snacks, school supplies, or software. Based on the latest child development research, What Kids Buy and Why is chock-full of provocative information about the cognitive, emotional, and social needs of each age group. This book tells you among other things--why 3-through-7-year-olds love things that transform, why 8-through-12-year-olds love to collect stuff, how the play patterns of boys and girls differ, and why kids of all ages love slapstick. What Kids Buy and Why is the result of Acuff and Reiher's almost twenty years of consulting with high-profile clients including Johnson & Johnson, Nike, Microsoft, Nestlé, Tyco, Disney, Pepsi, Warner Brothers, LucasFilm, Amblin/Spielberg, Mattel, Hasbro, Kraft, Coca-Cola, Quaker Oats, General Mills, Broderbund, Bandai, Sega, ABC, CBS, I-HOP, Domino's, Hardee's, and Kellogg's. Special features include: an innovative matrix for speedy, accurate product analysis and program development a clear, step-by-step process for making decisions that increase your product's appeal to kids tools and techniques for creating characters that kids love Here is the complete one-stop tool for understanding what children of all ages want to buy.

Author Biography

Robert H. Reiher serves as Vice President and Director of Research for Youth Market System Consulting.

Table of Contents

Introduction	p. 1
A Winning Formula	p. 5
Kid Empowerment	p. 17
The YMS Guide to Successful Product and Program Development	p. 26
Birth Through Age 2: The Dependency/Exploratory Stage	p. 43
Ages 3 Through 7: The Emerging-Autonomy Stage	p. 61
Ages 8 Through 12: The Rule/Role Stage	p. 83
Ages 13 Through 15: Early Adolescence	p. 106
Ages 16 Through 19: Late Adolescence	p. 124
Gender Differences: Barbie Meets Godzilla	p. 135
Kids and Characters	p. 159
Successful Marketing to Kids	p. 175
In Conclusion	p. 192
Notes	p. 195
Index	p. 197
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