Teenage Consumers Essay Research Paper As the — страница 2

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tangible comforts. Though marketers were slow to realize the need for specialized teenage markets and advertisements, they eventually caught on. ?Advertisers were beginning to identify and create a specialized teenage market, and they were appealing to the high school student?s age-old desire for independence and separation to do so.? (Palladino 53) Even Seventeen magazine had begun to publish articles on topics such as the fine points of intelligent buying. The task of getting advertisers to create teenage copy, or advertisements made directly to influence teens seemed impossible. ?If advertisers hoped to reach [teenagers], however, they would have to keep teenage tastes in mind. In fact, in the early days, it was [a marketer?s] job to persuade ad agencies to produce specialized

teenage copy? (Palladino 105). But soon this undertaking would become the key to success for advertisers and marketers all over the world. Teens had only begun to realize their importance in the marketplace and use their prowess to begin taking over. Peter Zollo, president of Teen Research Unlimited, the first market research firm to specialize exclusively in the teen market, explains the change that occurred in the minds of marketers in the United States, Even though the importance of the teenage consumer was identified somewhat slowly, they would still become the most amazing buying force that the world had ever seen. At a restaurant with some friends on a dark and boring Friday night, the topic of payment comes up. Your friend Peter, who has his own credit card, says that he

will pay if everyone pays him back. As he signs his own name on the check, he doesn?t realize that he is among the twelve percent of teens that have credit cards in their own name and one of the 45 percent of teens that have one in their possession (Parr 65). Jackie, his quirky blonde girlfriend, sits next to him. The money that she hands him to even out the bill is from her personal savings account which is identical to those that two-thirds of her peers hold. Your other friend, Kirsten, begins to talk about what she bought at the mall last week. She spent 40 dollars in total, which is close to the $38.55 that an average teen spends each time that they hit the local shopping center. In 2001, 31.6 million Americans will spend $108 billion of their own money, along with 47 billion

of their family?s funds (AP 7H). While normal adults only go ?shopping? 36 times per year, teens go a whopping 56 times on average (Parr 65). The importance of the teenage market is so evident and prominent that it is inevitable that marketers will do anything they can to tap into this flow of money. Today, more than ever, teenagers make their own purchases, borrow money, and apply pressure on their parents to buy certain items; exemplified perfectly when a teen advises their seemingly ignorant parents on which computer to invest in. Households with one or more teens spend ten thousand dollars more per year than those without any (AP 7H). This statistic is due to the influence of the ?advisor? role that teens have assumed regarding household decision-making. Says author Lori

Fransisco about this influence, ?With their own hectic schedules to juggle, parents rely on kids to be part of the decision making process. With so much access to information at their fingertips, today?s typical kids are also a lot more knowledgeable about the products on the market, from clothes to technology? (160). Teenagers need to realize that they have become an enormous market that has the power to make or break certain products. The expenditure of 58 dollars per week by teenage girls pales in comparison with the 76 dollars spent by their male counterparts (Zollo 9). This money is most definitely influenced by the advertising world. Two-thirds of teenagers agree with the statement ?good advertising helps me make decisions about what to buy? and ?good ads make me think or

feel better about a product or company.? There is undeniably room for improvement though, as only two-fifths of teenagers say that advertisers do a good job of marketing to their age group (Zollo 249). The significance of focusing on teenagers in the marketplace is so intense that marketers abuse their power and begin to take advantage of impressionable minds. While the marketing world realizes the teen prowess in today?s society, there are many rules that must be followed in order to successfully reach teens and promote a certain product. Teenagers are smart, and tend to understand their strength. ?[Teens] consider themselves immune to the tricks of the advertising trade. Bombarded from birth, they know they are being pitched to and are suspicious. They recognize their own