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.

1. Teens & Advertising
Roger M. Friedensen, APR
Vice President
The Catevo Group
October 30, 2006
Teens & Advertising

2. What Do These Things 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 Is Not
• Always accurate
• Always objective
• Always effective
• Always useless
• Cheap . . .
Teens & Advertising

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 you
Teens & Advertising

6. What Do You Buy?
• Clothes
• Food (especially candy, snacks and
sodas)
• Music
• Video games
• Jewelry
• Magazines
• Shoes
Teens & Advertising

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. 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 more
Teens & Advertising

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
– 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 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. 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 good
Teens & Advertising

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 rule
Teens & Advertising

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, though
Teens & Advertising

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 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?
“What is 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 Try This Out . . .
• Two options
O
R
Teens & Advertising

20. Advice For The Day
• Caveat emptor
• Latin for, “Let the buyer beware”
Teens & Advertising

21. This has been a Bad Kitty Production
©2006
Teens & Advertising

22. Thank you!
Teens & Advertising