Welcome to Kidfluence - an era unlike any other. From what breakfast cereal they buy, to where they vacation, to what car would make a good family vehicle, today's kids are having a dramatic impact on their families' purchasing decisions and on Canadian commerce. And businesses are taking notice. Cereal advertising is geared to kids, cruise lines cater to their desires and car companies invite them into the boardroom. 
Just who handed kids the reins of power? There are a number of forces at play among this group often referred to as Generation Y. Their sheer numbers (just over one quarter of the Canadian population) combined with their spending power (a cool $15 billion) and a variety of evolving cultural and societal attitudes have made them a force to be reckoned with. 
Generation Y is altering the face of business today and will continue to do so well into the future. From a societal viewpoint, Kidfluence shows you the impact of changing family norms in Canada, evolving parental attitudes and early exposure to new opportunities. From an economic perspective, Kidfluence helps you understand the role of kids in business, shares expert views from across Canada and the U.S. and offers quantitative information on the spending and thinking power of today's kids. 
Generation Y will be rocking our universe for the next century - even more so than the baby boomers before them. Are you ready for them Canada?

Kidfluence: Why Kids Today Mean Business

Sutherland, Anne

Thompson, Beth

Business & Money

Paramount Market Publishing

The Kids Market: Myths and Realities

James U. McNeal

Luxury Purchase Behavior: The Psychology of Discretionary Spending

Pam Danziger

Did you ever stop to think that older tweens (children aged 10-11) are 50 percent older than the youngest tweens (aged 8-9)? Too old to be a "kid," too young to be a teen. Too old to want to be totally dependent on parents. Too young to have a work permit. Tweens don’t fit easily into any category, but they have the power to create a $100-million brand. Today’s tweens are sophisticated, well informed, well connected, and quite different than their older brothers and sisters. 
Tweens are at the epicenter of the Internet, at home and at school. It has changed their expectations, the way they communicate, the way they do schoolwork, and the way they shop. This book will help you keep up. 
This is one of the best assessments of TODAY’S tweens and the universe they live in. Discover how to market to tweens, from research to product development, and from packaging, to advertising and winning promotions

The Great Tween Buying Machine: Marketing to Today's Tweens

David L. Siegel

Marketing & Sales

Moderating to the Max provides you with detailed instructions for more than 20 techniques that will deepen focus group findings and bring life to a fading group. From perceptual mapping to personification, you will never again have to guess whether the technique is the right one for the occasion. This guide will enhance and broaden the work of moderators who already have a good foundation. With myriad examples and illustrations, the book's emphasis is on "play" and how fun exercises can inspire focus group respondents to reveal deeper motivations.

Moderating to the Max: A Full-Tilt Guide to Creative Insightful Focus Groups and Depth Interviews

Jean Bystedt

Baby boomers are an incredibly lucrative market. But in their rush to appeal to youth, many companies have lost contact with baby boomers as they mature. The experts who contributed to this book find that boomers refuse to think of themselves as old even as they seek some of the comforts of mid-life. As they move through their peak earning years and into retirement, they still have a sense of fun and self-confidence. As perpetual learners, boomers continue to be information hungry and willing to adopt new technologies. Moreover, they recognize that good health will keep them young and they work to stay healthy. 
Leading authorities in the fields of leisure and travel, financial services, apparel, fast food, technology, and health care tell you what boomers want from these industries. You will find: 
• Details of today’s boomer demographics compared with the generations before and after and data on their attitudes based on several representative surveys in the past year • Advertising campaigns that have worked for leisure companies and destinations • What mature Boomers are demanding of fast food • How technology fits into their lives • Why apparel companies need to rethink their designs for boomer women • What boomers expect of their financial advisors • Insights into their "drugs of choice" for combating high cholesterol and high blood pressure 
Don’t write them off just yet! Place your order now to make sure you stay ahead of the generation that has at times been referred to as, "A pig moving through a python." This book gives you the information you need to sell to boomers After Fifty.

After Fifty: How the Baby Boom Will Redefine the Mature Market

Economics

Revised and Expanded for 2004 
Pam Danziger has just updated her bestseller, including several new categories. Since apparel is now more often a discretionary purchase than a necessity, she has added new sections on apparel for women, men, teens, and children. Focusing on why people buy things they could probably do without, Danziger now covers 37 categories and has added material about the retail market in each one. There are also new stories of excellent marketers and commentary about how things have changed since September 11, 2001. Corporate leaders, marketing and sales executives, strategic planners, futurists, and merchandisers will benefit.

Why People Buy Things They Don't Need

Pamela Danziger

Hispanics are warm people. Most prefer a hug to a handshake, but they also want that "hug" to be respectful and honest, not just a ploy to gain their business. Using his many years in research and advertising, as well as his experiences being raised in a Hispanic family, Juan Faura talks straight about your Hispanic customers, from a Hispanic point of view. 
The Whole Enchilada is a practical guide to selling to Hispanics in the U.S. Take a look at the top 30 Latino markets and find out which advertising vehicles, organizations, and resources are available in each one to assist you in developing and executing a marketing strategy. Scores of easy-to-apply tips will help you make your business Hispanic friendly. 
In The Whole Enchilada, you will find: 
• Eight Laws of the Hispanic Universe 
• Five phrases that will immediately engender a connection with any Latino consumer 
• Twelve commonly assumed characteristics of Hispanic culture, and what you need to know about how the culture is changing 
• Profiles of Eight individuals who represent the many faces of U.S. Hispanics 
• Which media are best suited to your objectives 
• Where to find help when you need it 
Especially written for the small business that is trying to adapt to a changing environment, The Whole Enchilada also contains wisdom for major corporations who are willing to recognize that Hispanics are an important part of the diverse U.S. customer base.

The Whole Enchilada: Hispanic Marketing 101

Juan Faura

Even though we all communicate every waking hour of every day, truly effective communication isn't always easy to identify, much less execute. Consumers are deluged by messages with different purposes to inform, to persuade, and to entertain. This plethora comes to us courtesy of a variety of resources that are increasingly fragmented by advances in technology. With more communication to sift through, it has never been more important to make this communication clear. Don't let the size of this little book fool you. The 4Cs of Truth in Communications presents a remarkably straightforward and easy to apply framework for creating, presenting, and evaluating effective communication. The simple yet powerful framework will help you recognize, organize, and evaluate stand-out effective communication. Whether it's a television program, a package graphic, a brand logo, a political speech, or even an email message, this model gives you an essential communications pocket guide. After you learn how to navigate the 4Cs, you can be confident that your marketing efforts will cut through to true communication clarity.

The 4Cs of Truth in Communication

Isabelle Albanese

Management & Leadership

Award-winning advertising copywriter Chuck Nyren knows a thing or two about baby boomers. To start with, he is one, but beyond that he helps companies create advertising that speaks to this age group. Nyren believes that many companies are losing baby boom customers because their advertising fails to speak to boomers. To remedy this, he advises, in part, that firms should demand that their advertising agencies put baby boomers in charge of creating campaigns for their peer group. Just as he would not feel comfortable creating advertising for twenty-somethings, he thinks it is a big mistake to expect twenty-somethings to create advertising campaigns that speak to boomers. His book is filled with examples and suggestions for industries such as housing, pharmaceuticals, automotive, travel, and financial planning, all industries that try to attract customers from the baby boom generation. In this updated and revised edition, Nyren continues his crusade to get ad agencies to recognize the i

Advertising to Baby Boomers

Chuck Nyren

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