I find this interesting, because athletic shoe companies blitz the television, but I can't remember hearing an ad on the radio. Maybe its time to change this around.
Teenage Buyers Are Most Influenced By radio And Popular Music, But Are Turned Off By Newspaper And Television Advertisements
February 18, 1998 2:31 AM EST
Youth Markets Alert, February 1998
When asked what in advertising has the most impact on their buying decisions, teenagers say give-aways, brand names and discount offers (percentage off regular price), writes C. Brett Beemer, in "Predatory Marketing."
The responses mirror those of adults, he adds.
Teens listen to the radio a lot -- much more than adults -- and they do little newspaper reading.
The use of popular young peoples' musical groups with music that has upbeat lyrics appeals to this market.
Adults writing a message for young people appear to be relying on stereotypes that do not accurately characterize teens.
A high percentage of teens think television ads designed for them are "corny" and 53% do not believe that the young actors who appear in the commercials reflect them. [ADVERTISING]
SOURCE"Predatory Marketing," by C. Britt Beemer, Bantam Doubleday Dell Publishing Group, Inc., 1540 Broadway, New York, NY 10019; price: $14.
TOP FIVE INFLUENCERS OF TEEN BUYING DECISIONS
Give-aways offering CDs or posters 50%
Use of brand names 49%
Use of popular music groups 38%
Use of upbeat lyrics in commercials 35%
Reduced prices 32%
Source: "Predatory Marketing"
Copyright 1998 EPM Communications |
