• Market Facts
• Dads Today
• Dads as Consumers
• Table 1-1: Father Involvement & Buying Behavior
• Marketing to Dads
• Opportunities

CHAPTER 2: The Market

• Facts at a Glance
• Demographic Data:
• The Numbers
• Dads By Type
• Table 2-1 Birth rates by age of father
• Figure 2-1: US Male Population Trend 2005-2015
• Regions
• Table 2-2: Race & Ethnicity Head of Household
• Figure 2-2: Dads by Region
• Table 2-3: Total Male Population: Top 10 States
• Table 2-4: Male Population
• Estimates For Prime Fatherhood
• Years by State
• Family Households
• Table 2-5 Family Groups by Type and Selected Characteristics 2003
• Table 2-6: Family Groups by Type
• Figure 2-3a: Average US Family Household
• Figure 2-3b: Number of Children in Household Under 18
• Work & Family Evolution
• Demographic Trends:
• Married Fathers
• Single Fathers
• Figure 2-4: Single Fathers by Marital Status
• Gay Fathers
• Figure 2-5: Gay & Lesbian Households with Children
• Hispanic Fathers
• Figure 2-6: Households with Children by Race
• Figure 2-7: Percentage of US
• Hispanic Population’s Ancestral Nationality
• Fathers as Care-givers
• Figure 2-8: Fathers as Childcare Providers
• The Importance of Fatherhood

CHAPTER 3: Dad’s Today

• Beginning Understanding
• Dad’s Today Overview
• Dads Day-to-day
• Figure 3-1: Dad Participation in Daily Activities
• Table 3-1: Activities Dads Report Participating Equally with Partner
• Figure 3-2: How Similar Are You to Your Own Father
• Dads on Parenting
• Figure 3-3: How Dads Want to Spend More Time with Children
• Figure 3-4: Importance of Select Attributes of Fatherhood Items That Are Important to Dads
• Figure 3-5: What’s on Your Mind Most (Dads vs. Moms)
• Presidential Dads
• Dad Activities
• Figure 3-6: Special Dad Activities
• Figure 3-7: Special Dad Activities Specifics
• Rewards of Fatherhood:
• Figure 3-8: What Dads Enjoy
• Most About Being A Dad
• Modern Dad Dilemma
• Average Dad’s Day

CHAPTER 4: Dads as Consumers

• Dad Involvement
• Figure 4-1: Dad Involvement in Purchase Decisions
• Table 4-1: Dad Purchasing Involvement (by Key Characteristics)
• Figure 4-2: How much weekly Household Shopping
• Hispanic Dads
• What Dads are Buying
• Figure 4-3: How Invovled In Purchase Decisions (List of key categories)
• Figure 4-4: What Items Do Dads Shop For?
• Consumer Category Trends & Opportunities
• Figure 4-5: Categories Purchased in Last 6 Months
• Dads and Branding
• Figure 4-6: Factors Influencing Purchase Decisions
• Shopping Differences
• Dads vs. Moms
• Table 4-2: Importance of Brand/Product Attributes (Dad vs. Mom)
• Dads in Store

CHAPTER 5: Marketing to Dad

• Male Consumers
• Table 5-1: Male Media Bias By Age
• Dad Positioning
• Table 5-2: Brand Characteristics Preferences by Involvement
• Segment
• Dads and Advertising
• Advertising Hot Buttons
• ‘Good' Dad Advertising
• Ads That Miss The Mark With Dad
• Other Marketing Tactics
• Merchandising
• Promotions
• Non-Traditional

CHAPTER 6: Opportunities

• Dad Products
• Top 10 Marketing Opportunities

REFERENCES