Selling: The Children's Market

Children are the true impulse buyers, as parents know. Indulgent aunts, uncles and grandparents know it too—and quite a few businessmen are in on the secret. The small army of researchers who analyze, appeal to, and reckon with children say that the 40 million Americans aged two to twelve strongly influence the spending of one consumer dollar in seven, and affect family purchases of everything from cars to soap. "Once children become impressed," sighs a Chicago advertising executive, "they are very successful naggers." Buy Me a Mushroom. To impress its Esso...

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