New findings on purchasing power and purchase decisions
Bernd Villwock IJF Institut fr Jugendforschung (Germany)
BACKGROUND
Initial situation
In Germany there are companies which have viewed children as an independent target group for marketing and advertising for many years. However, in addition to some very successful providers such as Lego, Kellogg's or McDonald's, there are also numerous companies which are still not beyond the experimental stage and which constantly suffer setbacks. Very many companies, in spite of having suitable products, have not yet tried any form of marketing to children. In comparison to countries such as France or the...