Youth Market

Teens appear to be too busy to spend a lot of time watching television however, they do have preferred programs such as MTV, and they may watch these quite regularly. Young teens are significantly heavier viewers than are older teens. Television programming that has proved popular with teens includes music dance movies, sports situation comedies and sense mystery shows.

Print media also are important in promoting to the youth market. Magazines for example, are viewed by young people as being primary sources of information on a number of different subjects. Newspaper also have heavy youth readership.

Direct mail may also be effective in reaching the youth market. This is one medium that probably will attract more attention than some other alternatives, because youths receive little mail and are likely to be quite receptive to advertising in this form. Over two dozen major corporations have started kids clubs in the late few years. Kraft general Foods Group has one for macaroni and cheese eaters ; Delta Air Lines Inc., has 2.7 million members in its Kids Club which provides them with newsletters iron on T shirt logos, and activity booklets. However, Consumers Union has criticized many such programs for teaching kids how to consume thoughtlessly. Other promotional efforts are utilized by marketers. For example, some companies hire student representatives on many college campuses whose job may include selling or renting merchandise, putting up posters, or distributing advertisements and product samples.

Some companies reach youth with their own media. A publication ‘Young Woman’ in which Kotex feminine products is the single advertiser. The magazine is targeted to high school senior women and is designed to entice more female consumers when they are making brand decisions they may stick with over the years. Tie in promotions or event marketing is also increasingly used by marketers to reach the youth group. For example, Expo America talks advantage of the spring break influx of students into Florida resort owns such as Daytona Beach by offering companies such as Anheuser –Busch, McDonald’s and Bristol-Myers the chance to make their pitch to the youth with exhibit hall presentations, pool side programs specially delivered samples and dance and fashion shows.

Effective messages: Promotional messages must be carefully design for today’s youth because they are becoming increasingly skeptical about such communications. For examples, a recent youth poll found that 24 percent of the respondents said directed at them were not believable; 19 percent found them uninformative; 28 percent thought they were silly; and only 7 percent viewed them as sincere. Nevertheless, 87 percent of youths 14 to 25 years old would rather buy advertised than non-advertised products.

When developing effective sales appeals to the youth market, the advertiser should keep in mind the following timeless rules

1. Never talk down to youths
2. Be totally, absolutely and unswervingly straightforward
3. Give youths credit for being motivated by rational values.
4. Be as personal as possible.

The successes of certain promotional campaigns aimed at youth indicate several ingredients which marketers should consider incorporating.

1) Sports theme: Coca Cola has introduced Mello Yellow a low carbonated drink, to sell to young people who like sports. Its commercials feature sports competition, such as auto racing, basketball, and football.
2) A gimmick Department and specialty stores around the country use music blinking lights and space displays to lure youths.
3) Celebrities: In their basketball shoe commercials. Converse features Larry bird and Nike has Michael Jordan.
4) Humor: Many advertisers believe humor has a stronger appeal than factual accounts when advertising to high school and college groups. A recent survey found that teens like funny or clever commercials the best followed by those are outrageous or extremely unusual.