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Marketing to Kids and Tweens in the United States
Mintel, Jan 2008, Pages: 87
With $51 billion in spending power, children and tweens represent an important and lucrative demographic, offering companies an opportunity to build life-long brand loyalty. Children’s and tweens’ tastes, however, are notoriously fickle. The Internet as an entertainment medium has also changed the way products are marketed.
Some of the topics covered in this report include:
-Categorization and analysis of children and tweens by three mutually exclusive personality types: Leaders, Followers, and Rebels
-An examination of how these three personality types affect the purchase of MP3 players, music downloads, computers, video games, cell phones, and other electronic products
-Details of children’ and tweens’ attitudes towards drive-in and casual dining restaurants, snack foods, and staple foods
-Discussion of advertising targeting children
-Forecast of future trends, including an examination of online marketing tactics
-Readers of this report will gain insight into the values and attitudes of leaders, followers and rebels towards a host of topics, and be empowered to create marketing campaigns that speak to these influential cohorts.
This report defines children as boys and girls between the ages of six and eight. Tweens are between the ages of nine and twelve.
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