Advertising - General & Miscellaneous, Consumer Behavior, Advertising - History & Criticism

Creating Ever-Cool: A Marketer's Guide to a Kid's Heart

Name: Creating Ever-Cool: A Marketer's Guide to a Kid's Heart
Author: Gene Del Vecchio
ISBN: 9781565542563

by Gene Del Vecchio

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Overview

By achieving what the author terms ever-cool status, brands are able to gain young customers for life.

About the Author, Gene Del Vecchio

Author Gene Del Vecchio is the president of his own consulting firm in Valencia, California. He is the former senior partner, director of planning research in the Los Angeles office of Ogilvy Mather Worldwide, the world's sixth-largest agency network. While there, he developed products targeted toward children for companies including Baskin-Robbins, Disney, Good Humor-Breyers, Hershey, Kraft Foods, and Mattel.