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Teens & Advertising
The document discusses teens and advertising. It notes that advertisers spend over $15 billion to reach the 32 million teens in the US, who have $233 billion in income and influence over $600 billion in spending. Advertising works on teens by capturing their attention through repetition and appealing to their motivations to be cool, fun, popular and feel good. However, today's teens are more networked, interactive and focused on self-expression through social media than older generations. This means brands need to offer more user-designed and personalized experiences to appeal to teens.
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Teens & Advertising
- 1. Teens & Advertising Roger M. Friedensen, APR Vice President The Catevo Group October 30, 2006 Teens & Advertising
- 2. What Do TheseThings Have In Common? Teens & Advertising
- 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 indispensable Teens & Advertising
- 4. What Advertising IsNot • Always accurate • Always objective • Always effective • Always useless • Cheap . . . Teens & Advertising
- 5. Why Advertise ToTeens? • 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 you Teens & Advertising
- 6. What Do YouBuy? • Clothes • Food (especially candy, snacks and sodas) • Music • Video games • Jewelry • Magazines • Shoes Teens & Advertising
- 7. Why Does ItWork? • 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. How Do YouDo 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 more Teens & Advertising
- 9. Advertising Through TheYears • 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 – Billboards Teens & Advertising
- 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 exhibits Teens & Advertising
- 11. How Does ItWork? • 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. Why Does ItWork? • 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 good Teens & Advertising
- 13. But You FolksAre 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 rule Teens & Advertising
- 14. So What DoesThis 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, though Teens & Advertising
- 15. So What DoesThis 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 Myyearbook Teens & Advertising
- 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, 2006 Teens & Advertising
- 17. Who Said This? “Whatis happening to our young people? They disrespect their elders, they disobey their parents. They ignore the law. They riot in the streets inflamed with wild notions. Their morals are decaying. What is to become of them?" Teens & Advertising
- 18. Plato Ancient Greek Philosopher c. 427 – c. 347 B.C.E. Teens & Advertising
- 19. So Let’s TryThis Out . . . • Two options O R Teens & Advertising
- 20. Advice For TheDay • Caveat emptor • Latin for, “Let the buyer beware” Teens & Advertising
- 21. This has beena Bad Kitty Production ©2006 Teens & Advertising
- 22. Thank you! Teens &Advertising