Teen advertising that works.
For retailers who think that teens and twenty-somethings are hard
groups to target, think again. A new study by Zandl Group, a New York,
N.Y-based trends research firm, indicates that this may not be the case.
A nationwide panel of consumers in these age groups gave examples of
products they had bought because of advertising. The study notes that
most of the effective advertising is product focused. Advertisements
should also provide visual excitement, entertainment value and news in
the form of innovative new products or packaging, promotional offers or
sale pricing. "Contrary to the misconception that teens do not want
to be advertised to, most teens like advertising because it alerts them
to new options. And an advertising presence helps to validate a brand in
their eyes because most of the major brands are supported by
advertising," says Irma Zandl, president. Zandl Group.
Teens: Ads that made me buy
Category Boys Girls
Apparel/footwear 18% 23%
Personal care 3% 18%
Entertainment 15% 4%
Food/beverage 6% 5%
Source: Zandl Group