Young Consumers: Volume 3 Issue 2

“I want the one with Harry Potter on it”

Axel Dammler, Astrid V Middlelmann

Focuses on how brands can communicate that they are exactly what children want; they do this either by borrowing key symbols popular with the target groups, or by creating brand…

Snapshot 2001: strategies for the youth market

Toby Newall, Louise Steel

Explains how marketers can reach 15 to 18 year olds by developing deeper understanding of this age group, especially their views on the consumer environment; the article is based…

Latin American youth

Jorge Garcia‐Gonzalez

Surveys a region which is fast‐growing, interesting and diverse from a marketing viewpoint. Warns of pitfalls in Latin American research because of the region’s complexity and its…

Marketing toys by developmental stages

Marianne Szymanski

Describes the types of toys needed by children of different developmental stages, their appeal for the parent, and the marketing implications. Outlines the developmental stages…

Eating trends: adapting to kids’ lifestyles

Barbie Clarke

Describes the impact of changing lifestyles on family eating habits: families eat together far less nowadays than they did, and snacking and fast‐food restaurants are more common…

Wireless marketing: the linking value of text messaging

Andrew Jones

Explains why mobile phone text messaging is so popular with children; linking with peer groups is the main reason, as it satisfies the basic human need for community in a world of…

The Internet according to kids

Jorian Clarke

Describes a six‐year study of children’s Internet usage which shows how preferences and habits have changed over time; this was conducted by SpectraCom Inc and Circle 1 network…

Understanding the dynamics of youth readership

Liz McMahon

Reviews the readership habits of under‐15 year olds and explores likely long‐term trends for specific magazines and categories, focusing on British 7‐14 year olds 1993‐2001…

Public policy issues in children’s advertising and programming

Lionel Stanbrook

Reviews the growing pressure in the UK to establish a more restrictive regime in children’s advertising; much of this pressure comes from Sweden. Links this vehement opposition to…

Preventing ethical problems when marketing to minors

Whiton S. Paine, Karen Stewart, Evonne Kruger

Proposes a general rationale for acting cautiously when marketing to children, and indicates some possibly inappropriate managerial attitudes: for instance that minors are…