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Marketing to the New Super Consumer: Mom & Kid, by Timothy Coffey, David Siegel, Gregory Livingston
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Today's moms are not the ones you thought you knew!
Did you know that 32 percent of Gen-X moms have tattoos? This is just one of the fun and useful facts you'll find in this new book from the authors of The Great Tween Buying Machine.
From their tattoos to their heavy reliance on the web for information, to their active partnering with their kids, moms today have changed. They aren't the moms you thought you knew. You'll learn how the new relationship between moms and kids affects purchase decisions and how to capture this new market. The days of manufacturing a good kid-focused product and putting some TV advertising behind are growing shorter, but after reading this book, you'll know how to handle this new environment.
Full of illustrations and facts to help you develop new products for the Super Consumer. You will learn:
-- The definition of the Four-Eyed, Four-Legged Consumer (4i4l).
-- How and why parenting has changed.
-- The life stages of the Super Consumer.
-- The motivations of kids and moms as consumers.
-- How the super consumer makes purchase decisions.
-- The size of the 4i4l market.
-- How the kid part of the 4i4l consumer thinks.
-- How to gather insights about the super consumer.
-- Media use by the super consumer, both kids and moms.
-- How to create effective advertising and products for the super consumer.
- Sales Rank: #2219411 in Books
- Brand: Brand: Paramount Market Publishing, Inc.
- Published on: 2005-12-01
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x 6.25" w x .75" l, 1.10 pounds
- Binding: Hardcover
- 230 pages
- Used Book in Good Condition
About the Author
Dave Siegel, Tim Coffey, and Greg Livingson are the founding principals of The WonderGroup, a Cincinnati-based firm specializing in marketing and advertising to kids and their moms in the United States.
Most helpful customer reviews
6 of 6 people found the following review helpful.
Marketing to Mom and Kid
By Lulu
I am a researcher and used this book to help me grasp the major issues and themes confronting marketers in understanding how moms make shopping decisions in order to construct a survey for a client. It is an excellent overview of contemporary parenting attitudes, the way mom's shopping behaviors change as their children get older, how different media are used to form opinions and make purchase decisions and so on. This is a huge topic of course, and the book is a very good overview with important and provocative thought starters. It can be read by anyone who is interested in the topic -- you do not have to be a researcher and you can be in the early stages of your career and still get a great deal from it. It is not super deep in any one area, but a great introduction to an increasingly critical topic.
0 of 0 people found the following review helpful.
A revealing look at the modern relationship between mom and kid.
By Josh B
The authors have done a great job painting a picture of how the modern mom (of GenX or GenY) has an entirely different perspective on work, child-rearing, and shopping from that of her Boomer parents.
The book discusses how the environment and lifestyle of the new mom influences how they raise their children, and how, in turn, their children influence buying decisions. The main thesis is that most buying decisions are a cooperative process between mom and child, and that marketers must take this into account when designing their campaigns.
Of the several child / mom marketing books I've read during the last few weeks, this one was the most eye-opening. It also feels the most credible, with lots of data-driven conclusions (though about half the facts and figures are not cited).
0 of 0 people found the following review helpful.
Targeting the mother-child joint shopper
By Rolf Dobelli
Married or not, women in the United States wield unparalleled purchasing power, and those who are mothers tend to make their buying decisions after influential input from their children. These families are often stressed out and starved for time, according to mom-and-kid marketing experts Tim Coffey, David Siegel and Greg Livingston. The $1.25-trillion annual mom-and-kid market is booming with new selling opportunities for alert marketers, so the authors explain how to tap into them - though they may downplay the father's role. getAbstract recommends this expert book of proven marketing ideas to advertisers and retailers who want to attract family shoppers.
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