Target groups: Youth

 

The article reports research among young people studying a) their aspirations and concerns (and the place of commercial products within them), b) attitudes to advertisements. Results suggest that mate ...

This paper discusses understanding and marketing to youth in India. Everybody in India wants to be youthful, so there are no distinctively 'youth' brands; but young people want to distinguish themselv

The article discusses the problems of researching among young people. Controlled focus group environments can be forbidding. Generating comfort and confidence is crucial, e.g. allowing younger respond

The article describes an attitudinal segmentation of parents and young people, conducted for the Department for Children Schools and Families (DCSF). The central question for the study was 'Which fact

Mobile devices are attractive media for directly communicating with consumers who have become busier and more difficult to reach. While SMS (short message service) advertising has received some attent

The accelerating growth in mobile internet communications is giving rise to a new form of interactive marketing. This research identifies the factors that affect youth consumer participation in a mobi

An internet panel, set up to research young people, turned into a social networking community and thereby became much more effective. Thirty college youth aged 18-22 in India were recruited. Social ne

The article describes a new approach to studying young people by ethnography. A full range of ethnographic methods was used to get a fully rounded picture, including user-generated ethnography and net

This article argues the "internet generation" of 16-19-year-olds is not as different from previous generations in their leisure behaviour as people think. While they obviously spend more tim ...

Materialism is an important issue, especially among young people, and especially in a Chinese context. Based on a theoretical model of the endorsement of materialistic values among Chinese youth, the ...

This article discusses internet and multi-media research tools such as social networking groups, forums and online panels as a tool for researching youth audiences. The benefits of using the internet ...

Women are still grossly underrepresented at the top levels of public and private sectors in the U.S. This paper presents findings from a study which aimed to give a voice to girls and boys across the ...

Marketers are using Global TGI to scrutinise the fine details of cautious shoppers' behaviour in 60+ countries. This brief extract reveals that the reaction to the recession by business has been to c ...

This article uses empirical research, with young (aged 16-21) advertising audiences, to build upon existing communication theory in a number of ways. First, it summarizes meaning-based models that hav ...

Some 83 million people in the US and UK fall into 'Generation Y' - that is, young adults born in the 1980s and early 1990s. While this group is highly attractive to marketers in the £500 billion globa ...

Young people - defined as 16-25 year olds - in Latin America are both actors and a target of change. They are consumers - and arbiters of new fads, values, fashions and technology - as well as being t ...

Social marketers continue to incorporate threat appeals into their advertising campaigns. By understanding how both type, and level of threat, as well as individuals' emotional response impacts on the ...

The paper examines the effect of long-term health-related and short-term social and physical antismoking information on adolescents' beliefs about smoking. Findings from a UK school-based study indica ...

Teens wield in excess of $150 billion in spending power in the US, and are for a number of other reasons an important and influential demographic. African Americans and Hispanics are particular influe ...

This paper explores how to research the lives of consumers in China using a mixture of ethnographic and online research techniques. An analysis of how young people in the country's behave online found ...

This paper examines the online behavior of young people in China, with a particular focus on their habit of manipulating and exchanging images over the net. It discusses a research project based on in ...

Content explosion. Multi-tasking. Spoilt for choice. These are the sorts of terms that sum up life for young people today. This paper seeks to gain a more detailed insight into the lives of this age g ...

As the world becomes a smaller place due to globalisation, and brands also become increasingly global in scope, young people in India, China, Mexico and Brazil face a deluge of western influences. On ...

This article describes how toy marketers are developing their approach in line with children's use of new media. Children and young adults have their own virtual worlds, social networks and media chan ...

This article describes a campaign for Tate Modern to engage with 15-24 inner city Londoners. The teenage audience has no interest in 'art' as defined by the establishment, but have a passionate intere ...

E4, the UK entertainment channel, created a hit youth TV show, Skins, using MySpace and user-generated content in an integrated multimedia campaign. It delivered an estimated 27% return and an award-w ...

Pannon GSM is a leading telecommunications operator in Hungary, serving in excess of three million customers, and with a 34% market share of the market. In January 2005, it launched its 3G mobile netw ...

Vodafone had pursued a limited music sponsorship programme prior to 2006, sponsoring tours by Kylie Minogue and running experiential activity with Robbie Williams and at Radio 1's One Big Weekend. Whi ...

This case study looks at Pringles strategy during the 2006 FIFA World Cup, which was based upon The Pringles Dream Team and its website, www.pringleskeepyuppy.com. Due to the prohibitive cost of offic ...

Using a range of data, Charles Dawson ponders the growing trend for offspring to stay in the parental home when they are over 20, and the counter-tendency of the increasing number of young single-pers ...