Table of contents
The making of tomorrow’s consumer
Jean McDougall, David ChantreyPresents the findings of Millward Brown’s international study of the relationship of the youth generation with brands, using these findings to give marketers advice on how to…
Mother knows best
Ruth ClementExplains recent attitude research by toy manufacturer Mattel into the need states and drivers of mothers with young children, and the impact of this on toy ownership. Outlines the…
Action Man final combat
Sam d’AmatoReports a case study of the award‐winning Action Man Final Combat campaign for Christmas 2003; the 36‐year old Action Man toy is the flagship brand of Hasbro, but was in decline…
Toy commercials across Europe
Simona de Iulio, Zouha JarrinCompares toy commercials in France, Germany and Italy in relation to globalisation, which is claimed to produce a uniform consumer culture. Investigates the roles performed by…
How to engage with today’s kids
Nicole WienerFocuses on the challenge of reaching the young consumer, the kidsumer, in the sophisticated media world of today. Identifies four key mindsets for children: exploration…
Understanding the shopper: the key to success
Siemon Scamell‐KatzConsiders the implications for brands and retailers of the social changes which have seen spending on children in the USA double every decade of the last 30 years, focusing on the…
Who’s your momma?
Sabrina Neeley, Tim CoffeyReports research on Generation X and Generation Y mothers and shows how today’s US mothers differ from those of past generations, such as in being more family oriented and…
Advertising and millennials
Michel Syrett, Jean LamminmanIdentifies five features which distinguish the millennial generation (or Generation Y), focusing on young people aged 18 to 24: intimacy, loyalty, awareness, balance, and risk…
Children and advertising in Italy
Maria Luisa Cassandro, Felix HoferOutlines the legislation in Italy covering advertising to children, who are regarded as the most vulnerable among consumers. Relates Italy’s legislative policy to its membership…
ISSN:
1747-3616Online date, start – end:
2002Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Hiram Ting