{"product_id":"9789629961794","title":"Advertising to Children in China","description":"\u003cp\u003eThis 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.\u003c\/p\u003e\u003cp\u003eThis book provides answers to the following questions:\u003c\/p\u003e\u003cp\u003eWhat are the characteristics of the children market in China and what are the ways to reach Chinese children?\u003c\/p\u003e\u003cp\u003eHow 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?\u003c\/p\u003e\u003cp\u003eHow do parents and children communicate about consumption and television commercials? How do parents' attitudes toward advertising impact on their children?\u003c\/p\u003e\u003cp\u003eWhat do commercials in China communicate?\u003c\/p\u003e\u003cp\u003eHow are children's commercials in China regulated?\u003c\/p\u003e\u003cp\u003eThe book also draws conclusions about Chinese children as a market and its implications for advertisers and marketers, parents, policy makers and social groups.\u003c\/p\u003e","brand":"Chinese University Press, The","offers":[{"title":"Default Title","offer_id":47063626907888,"sku":"9789629961794","price":24.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9789629961794_p0.jpg?v=1763681157","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9789629961794","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}