Advertising, Purchase Requests and
Thousand Oaks, CA : Sage
InArnett, J.J. (ed.), Encyclopedia of Children, Adolescents, and the Media, pp. 47-48
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Arnett, J.J. (ed.), Encyclopedia of Children, Adolescents, and the Media
Over the past two decades, marketers of toys and children's products have developed a diverse spectrum of strategies to reach the child consumer. An important explanation for the increased interest in children is that the marketing world has discovered that today's children represent three different markets. First, they form a primary market . They have considerable amounts of money to spend on needs and wants of their own, which qualify them as a significant primary market. Children, however, also form an influence market in that they have considerable influence on family purchases.
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