|
|
In general, how would you rate the marketing profession's
level of responsibility in marketing to kids?
|
| Responses |
Number of
Responses |
Percentage |
| Excellent
|
|
7 |
3.5% |
| Fair
|
|
92 |
45.5% |
| Good
|
|
64 |
31.7% |
| Poor
|
|
39 |
19.3% |
|
Total
|
202 |
|
|
|
|
In general, which of the following categories do you think
has exercised the GREATEST level of responsibility in marketing to kids?
|
| Responses |
Number of
Responses |
Percentage |
| Apparel
|
|
29 |
14.4% |
| Consumer Electronics
|
|
18 |
9.0% |
| Entertainment
|
|
15 |
7.5% |
| Food/Beverage
|
|
19 |
9.5% |
| None of the above
|
|
56 |
27.9% |
| Other (fill in the blank)
|
|
17 |
8.5% |
| Retail
|
|
6 |
3.0% |
| Toys
|
|
41 |
20.4% |
|
Total
|
201 |
|
|
|
|
In general, which of the following categories do you think
has exercised the LEAST level of responsibility in marketing to kids?
|
| Responses |
Number of
Responses |
Percentage |
| Apparel |
|
20 |
10.0% |
| Consumer Electronics |
|
12 |
6.0% |
| Entertainment |
|
56 |
28.0% |
| Food/Beverage |
|
75 |
37.5% |
| None of the above |
|
7 |
3.5% |
| Other (fill in the blank) |
|
8 |
4.0% |
| Retail |
|
4 |
2.0% |
| Toys |
|
18 |
9.0% |
|
Total
|
200 |
|
|
|
|
Which brands do you admire most as marketers to kids and why?
|
|
|
What do you see as the greatest untapped opportunity in marketing to kids?
|
| Responses |
Number of
Responses |
Percentage |
| Ad Agency |
|
23 |
11.9% |
| Advertiser/Marketer/Brand |
|
59 |
30.3% |
| Consulting Firm |
|
30 |
15.4% |
| Direct Agency |
|
3 |
1.5% |
| Marketing Services Company |
|
26 |
13.3% |
| Media Firm |
|
11 |
5.6% |
| PR Firm |
|
5 |
2.6% |
| Promotion Agency |
|
18 |
9.2% |
| Retailer |
|
10 |
5.1% |
| Other |
|
10 |
5.1% |
|
Total
|
195 |
|
|
|
|
Number of years in marketing?
|
| Responses |
Number of
Responses |
Percentage |
| 10-15 |
|
41 |
22.3% |
| 5-10 |
|
47 |
25.5% |
| Less than five |
|
38 |
20.7% |
| more than 15 |
|
58 |
31.5% |
|
Total
|
184 |
|
|
|
