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Youth Marketing

This strategy should grasp both parties" attention and interest, often involving an advertisement which is mutually acceptable in content to both markets without taking away any credibility (tweens) or positive benefits (adults) in its message. .
             The internet is used by tween's for almost everything. From school work to socialising to playing online computer games, tweens will be spending more of their time on the internet than ever before. As Martin Lindstrom (brandchannel.com) states " They were born with a computer screen as their window to the world and use a mouse to navigate it." Pop-up advertising, product-related games (on the organisation's website) and WWW computer game (especially in virtual world games) product placement will become strong advertising methods in reaching this audience.
             The ease in obtaining a mobile phone has also allowed the tween age group to communicate via SMS and talking, although most see it primarily as an SMS tool, usually preferring to write someone an SMS rather than communicating with them verbally. This has spawned an internationally recognised language that has been pioneered by tweens called "tween speak." If a marketer can communicate their message by using this language, either by SMS or other methods it will increase the organisation's relevance and profile in that market. .
             Parents realise that their tween is able to see advertising for what it really is, being able to filter the truth from "puffery" or misleading information. This has forged a strong consumer bond benefiting both parties with the tween influencing 80% of all adult purchases, forcing marketers to look at dual communications strategies for adult products, incorporating an idea, message or character in the ad that grabs the tweens attention. .
             One of the reasons for this shift in consumer behaviour is due to their increased awareness of society and advertisement recall. Tweens will often remember more information than their adult counterparts if the advertisement is successful in grabbing their attention, thus helping the adult in their information search and evaluating of alternative products.


Essays Related to Youth Marketing

1. Marketing Alcohol to Youth

According to the Center on Alcohol Marketing and Youth, youth (defined as individuals under the age of 21) are heavily exposed to alcohol advertisements and view an average of 366 alcohol advertisements every year solely on television.2 Although there is a considerable level of alcohol advertising, the alcohol industry argues that its advertising codes prohibit advertising which target youth. ... The Federal Trade Commission has more general authority for regulating misleading or deceptive commercial practices, which extends to alcohol advertising and marketing activities. ... Celebrities are ...

  • Word Count: 2505
  • Approx Pages: 10
  • Has Bibliography
  • Grade Level: Undergraduate

2. Ethnicity In Marketing

A host of barriers will block any stampede into multicultural marketing. ... This is called urban marketing. ... Will urban marketing work? ... GM's Center of Expertise in Diversity said "We do believe in an urban look and feel as being something that drives all of youth today"(Cantwell, 2002). The reason why she thinks that is because youth today is really multicultural. ...

  • Word Count: 1732
  • Approx Pages: 7

3. Hip Hop Marketing

Urban marketing has become the new American melting pot. ... Urban marketing is about selling to people outside of their race. ... It was now time to develop a specified marketing strategy. ... Ten years ago, Gap and Levi Strauss did not take into consideration during add campaigns youth of color. ... Youth of color, trapped in the urban communities across the U.S., used rap lyrics to imagine an antidote to their desperation. ...

  • Word Count: 2027
  • Approx Pages: 8
  • Grade Level: High School

4. BMW Z 3 Launch-HBS Marketing case

The brand's values were rational in terms of the style and image of the roadster; and emotional in terms of the reminder of youth, and the fun, excitement and sense of freedom of the open top driving experience. ... The Marketing Plan The central goal of the marketing campaign was to insert the Z3 into the fabric of American culture, to embed it into the hearts and minds of the American public. ... This type of marketing was beneficial to both movie producers and product marketers. ... It centered on a man reliving a road journey of his youth and highlighted the concepts of freed...

  • Word Count: 1365
  • Approx Pages: 5
  • Grade Level: Undergraduate

5. Advertisement to Youths in America

All across America, in the streets, newspapers, magazines, homes, as well as in schools and businesses are advertisers' mass marketing tools, usurping freedoms from children and their parents and changing American culture. ... Advertisers, within the constraints of the law, use their thirty-second commercials on television to target America's youth to be the decision-makers, convincing their parents to buy advertised foods, drinks, toys, and other products. ... This allows a company to unfairly target America's youth, regardless of the very young's inability to recognize th...

  • Word Count: 1887
  • Approx Pages: 8
  • Has Bibliography
  • Grade Level: Undergraduate

6. Beating Big Tobacco

Beating Big Tobacco As part of the 1998 multi-state tobacco settlement, the nations largest cigarette companies promised not to "take any action directly or indirectly to target youth in advertising, promotion, or marketing of tobacco products." ... A large portion of this increase was in marketing categories effective at reaching teenagers. ... We can ban this or agree to that and compromise on something else, but cigarette companies and their incredibly talented advertisers and marketing specialist will continue to target the essential and profitable youth market, however subtly or indi...

  • Word Count: 758
  • Approx Pages: 3
  • Has Bibliography

7. Tommy Girl Cologne Marketing Campaign

I will explain all the facets of the Tommy Girl marketing campaign. Marketing Oriented: Tommy Hilfiger uses a marketing orientation because the company follows the marketing concept. ... We believe the spirit of the youth is our greatest inspiration. ... Current Marketing Mix compared to Generic Marketing Mix: Tommy Girl's generic marketing mix would be anyone that wanted a product to make herself smell better. ... The current marketing mix would be Tommy Girl's target market. ...

  • Word Count: 1053
  • Approx Pages: 4
  • Has Bibliography
  • Grade Level: High School

8. Mobile Technology and Youth Culture

With the impact of convenient processing in the hands of everybody and anybody, it is the right time to analyze utilization of cell phones on the youth. This paper gives a review of what is occurring with cell phones also, what is the effect of using cell phones on youth. ... Medias such as, Television, so the small not well successful markets with small budget would be complicated in reaching the target, however today those small markets with advanced internet technologies, a small markets would use the most developed internet marketing tools with less budget that would band from $100-$5000 t...

  • Word Count: 1368
  • Approx Pages: 5
  • Grade Level: Undergraduate

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