Advertising to Children in China

This book is about children and advertising in China, the country with the largest children population in the world. As China rapidly becomes a market-driven economy, and it's one-child-per-family policy spreads throughout society and repositions children as focal points of family life, effective marketing to children and their parents demands good information about them.

This book provides answers to the following questions:

‧What are the characteristics of the children market in China and what are the ways to reach Chinese children?

‧How do Chinese children's understanding of television advertising, their trust and liking of television commercials, their understanding of brands, and their responses to commercials change with age?

‧How do parents and children communicate about consumption and television commercials? How do parents' attitudes toward advertising impact on their children?

‧What do commercials in China communicate?
‧How are children's commercials in China regulated?

The book also draws conclusions about Chinese children as a market and its implications for advertisers and marketers, parents, policy makers and social groups.

Dr Kara Chan is Associate Professor at the Department of Communication Studies, Hong Kong Baptist Uni-versity. She teaches advertising creativity, advertising and social communication, and communication research methods. She worked in the advertising and public relations profession and as a statistician for the Hong Kong Government before she joined the University. Her research areas are about Hong Kong and China's mass communication, advertising and environmental studies. She has published over twenty articles on advertising and consumer behavior in Hong Kong and China. She was a Fulbright Scholar at Bradley University, Illinois for 1999 to 2000.Prof. James U. McNeal is Visiting Professor at Guanghua School of Management, Peking University, China where he teaches a course in children consumer behavior. He has studied children's consumer behavior for over 35 years. He is author of over 50 articles on the subject, and three books: Children as Consumers: Insights and Implications (Lexington, 1987); Kids as Customers: A Handbook of Marketing to Children (Lexington, 1992); and The Kids Market: Myths and Realities (Paramount Market Publishers, 1999). He is a consultant to a wide range of producers and retailers that target children and their families in the U.S. and worldwide, and also advises a number of not-for-profit organizations that are interested in children.