Ever since children have been exposed to the various media, there has been a growing change in manufacturers’ attitude towards them. A captive market today, children often feature in advertisements to endorse food and beverages. In fact, they can coax and cajole their parents into buying goods of their choice. Besides, children are avid collectors and are under considerable peer pressure to collect charms and giveaways. Read the articles and cases featured this book to see how children soft pedal their way into making buying decisions.
ABOUT THE AUTHOR V. Partha Sarathy
V. Partha Sarathy (b. 1976) holds an MBA degree from Andhra University. He is presently a senior member of the research team at ICFAI Books, an affiliate of the ICFAI University. Prior to joining the ICFAI, he was in The Hindu Group for a brief period. He was an adjunct Faculty at a management school, where he taught marketing and strategic management. He made research contribution to various books related to branding, advertising, media, IT, and corporate governance. He has edited books on advertising, entertainment and rural marketing. His other areas of interest are management strategies and philosophy.
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