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- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 1464-6676
- DOI
- 10.1108/eb027652
- Publisher site
- See Article on Publisher Site
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 twopart 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 andor give the kid leverage so he can negotiate with his parents.
Journal
International Journal of Advertising and Marketing to Children – Emerald Publishing
Published: Apr 1, 2000