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Building a ‘Kid Contract’ with Chinese Kids: Part II

Terry O'Hanlon (Grey China, Novel Plaza 1804, 128 Nanjing Xi Lu, Huang Pu District, Shanghai 200003, China.)

International Journal of Advertising and Marketing to Children

ISSN: 1464-6676

Article publication date: 1 April 2000

Abstract

What does it take to build a “Kid Contract” for your brand in China? Just as anywhere, it involves understanding the nature, needs and wants of this specific audience. In the first of this two‐part piece, the author introduces some of the dynamics of Chinese kids today, the key external influences on them, their perception of self and their behaviour. In this second piece, the author will try to outline some of what he's found that can help in shaping an appropriate “Kid Contract” for a brand here, and communicating with this important target group. The author refers to a “Kid Contract” because in effect your brand must negotiate with the kid and/or give the kid leverage so he can negotiate with his parents.

Keywords

Citation

O'Hanlon, T. (2000), "Building a ‘Kid Contract’ with Chinese Kids: Part II", International Journal of Advertising and Marketing to Children, Vol. 2 No. 3, pp. 205-209. https://doi.org/10.1108/eb027652

Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited