Teens & Advertising


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This presentation for middle school students from 2006 provides an overview of advertising and its relationship to their generation.

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Teens & Advertising

  1. 1. Teens & Advertising Roger M. Friedensen, APR Vice President The Catevo Group October 30, 2006Teens & Advertising
  2. 2. What Do These Things Have In Common?Teens & Advertising
  3. 3. What Advertising Is• Advertising: Drawing attention to messages about products, services or issues• Supplements and complements other communication strategies – Public relations/publicity – Direct sales and marketing• Pretty much indispensableTeens & Advertising
  4. 4. What Advertising Is Not• Always accurate• Always objective• Always effective• Always useless• Cheap . . .Teens & Advertising
  5. 5. Why Advertise To Teens?• There’s a lot of you – 32 million (give or take a few million)• The big reason? MONEY – Grownups get to spend money on: – Mortgage, rent, groceries, insurance, car repairs and medical bills – You get to spend money on: – Pretty much whatever you want . . .• You have some serious coin – $233 billion in income – Influence at least $600 billion in spending• Advertisers spend $15 billion+ to reach youTeens & Advertising
  6. 6. What Do You Buy?• Clothes• Food (especially candy, snacks and sodas)• Music• Video games• Jewelry• Magazines• ShoesTeens & Advertising
  7. 7. Why Does It Work?• Reason #1: It captures our attention• Reason #2: It captures our attention, It captures our attention, It captures our attention, It captures our attention, It captures our attention, It captures our attention, It captures our attention, It captures our attention, It captures our attention, It captures our attention, It captures our attention, It captures our attention . . .• (Repetition works )Teens & Advertising
  8. 8. How Do You Do It?• Research• Research some more• Identify what makes you special• Identify your target market(s) – Who do I want to influence?• Develop your message(s)• Identify most effective communication channels• Develop and execute program• Research some moreTeens & Advertising
  9. 9. Advertising Through The Years• Way long ago . . . – Word of mouth – Papyrus fliers – Walls and rocks• Pretty long ago . . . – Handbills, posters – Newspaper ads, town criers• Not too long ago . . . – TV and radio spots – BillboardsTeens & Advertising
  10. 10. Advertising Today• TV commercials • Guerilla marketing• Radio commercials • Billboards• Newspaper/magazine ads • Mobile phones• Website ads • Posters and signage• TV & Movie (promos, • YouTube, MySpace, placements) Friendster, etc.• Planes, trains and • Direct mail automobiles (buses and • E-mail horses, too) • Online chats• Skywriting • Newsgroups• Bathroom urinals • Fax• Point-of-purchase displays • Staged events• Leaflets • Text messages• QVC/HSN • Games• Cereal boxes • Museum exhibitsTeens & Advertising
  11. 11. How Does It Work?• Pain, fear, hope, pride are primary motivators• When we’re teenagers – “If I wear Gap jeans, everyone will think that I’m cool.” – “If I don’t use Arrid Extra-Dry deodorant, I’ll smell and no one will like me.” – “If I only had an 80 GB video iPod, my life would be complete.”• When we’re grown-ups – “If I drive a BMW, everyone will think that I’m successful.” – “If I don’t use Arrid Extra-Dry deodorant, I’ll smell and no one will like me.” – “If I only had the right financial planner, I could retire early, play with my video iPod and my life would be complete.”Teens & Advertising
  12. 12. Why Does It Work?• What drives teenagers? – Their parents, until they get their driver’s licenses (badda- bing!)• As teens (and as grown-ups), we care about: – What’s cool – What’s fun – What’s interesting – What’s popular – What feels goodTeens & Advertising
  13. 13. But You Folks Are A Little Different• Online since birth – The world in the palm of your hand – 97% have used the Net – More time online than TV• Networked since birth – E-mail, IM, text messages and mobile phones• Marketed to since birth – Advertising/marketing messages galore – Hip to the hype• Diversity is the ruleTeens & Advertising
  14. 14. So What Does This Mean?• You like to control your media experiences – Interactive experience (you get to play along) – User-designed products (e.g., iTunes, games) – Often know more technology than adults• Social networking is big. Really big. – MySpace, Friendster, Facebook, Digg, MPGs – Less face-to-face networking, thoughTeens & Advertising
  15. 15. So What Does This Mean?• Self-expression is big, too. – Blogs and design tools rule – 9,189 Mentos videos – You are now the competition• Little brand loyalty – MySpace is ByeSpace – let’s go to MyyearbookTeens & Advertising
  16. 16. What Drives Teenagers?• “The drive to be yourself, establish your own personal image and connect with like-minded peers is behind many of the trends we see with this generation: blogging, personal Websites, personal networks and personal media creation, where teens are creating and publishing their own poetry, music and movies online. What does this mean for brands? The days of a Nike-style mega brand that dominates an entire generation is over. Welcome to a world with as many different definitions of cool as there are individuals.” – Chip Walker, executive vice president and planning director, Energy BBDO, Feb. 10, 2006Teens & Advertising
  17. 17. Who Said This?“What is happening to our youngpeople? They disrespect theirelders, they disobey their parents.They ignore the law. They riot inthe streets inflamed with wildnotions. Their morals are decaying. What is to become of them?"Teens & Advertising
  18. 18. Plato Ancient Greek Philosopher c. 427 – c. 347 B.C.E.Teens & Advertising
  19. 19. So Let’s Try This Out . . .• Two options O RTeens & Advertising
  20. 20. Advice For The Day• Caveat emptor• Latin for, “Let the buyer beware”Teens & Advertising
  21. 21. This has been a Bad Kitty Production ©2006Teens & Advertising
  22. 22. Thank you!Teens & Advertising