Communication & youth

Résumé du document

The media view of youth is hardly encouraging. We read about hoodies, ‘happy slapping', teenage pregnancy, drugs, STDs. And these days too, we find part of the world's youth actively turning themselves into would-be suicide bombers. So, why do we get so obsessed about marketing to them? (White, 2005. White (2005) gives the answer of his own question. The first true thing is the fact that young people are not all like it's described above. Then, and here are the most important issues for marketers to remember, youth offers very good opportunities for them: Demographic opportunity: apart from Western Europe, Japan and the USA, people under 25 years old represent the majority of the current world's population. Consequently, there is a huge market for marketers to investigate.Brand loyalty: young people develop a huge loyalty towards the brands. Consequently, if marketers succeed in selling their products to this target, there's a big probability that young people will keep on buying your brand in the future.

Extraits

[...] Consequently, if you want to catch the attention of Millennials, you will necessary need to invest in the Internet. And as Henry (2003) emphasizes, this media is also good to implement a buzz marketing campaign. One example of this phenomenon is the sport brand Puma. It often creates very special outfits for the athletes it sponsors. Serena Williams or the Cameroon's national football team always wear outfits more fashion than “functional”. The fact that the brand uses a different tactic than its competitors is made in order to generate discussions around it (one more time a question of differentiation). [...]

[...] Qualitative market Research : An international Journal 153-159 [Article from Emerald Insight database] Syrett, M. and Lammiman, J. (2004) Advertising And Millenials. Young consumers [Article from the WARC database] White, R. (2005) Keep Young and Beautiful . Admap (464) [Article from the WARC database] White, R. (2001) Communication with Youth. WARC Quick Briefs [Article from the WARC database] Wood, J. (1999) Reaching the inner adolescent of all ages. [...]

[...] Concretely, there are no more frontiers between young people from all over the world. ‘Don't give me that crap' reaction in all from Generation Next (Christensen and Rohde, 1999) Christensen and Rohde (1999) introduced a continuous tracking survey, entitled Hopes and Fears: Young European Opinion Leaders, established by GfK Europe Ad hoc Research with the aim of building a basis for a better understanding of how to involve “Generation Next” via advertising, events, promotion activities for example. The authors and the study show that the youth is not easy to fool and know how to keep the distance with advertising campaigns and thus they look for companies they can trust. [...]

[...] Funny communication campaigns are always a good way for a company to catch Millennials' attention. It's a big challenge, but if you succeed in developing such a campaign, they will inevitably be attracted by your brand and will deliver a positive word of mouth about what you've done. One world famous example is the Budweiser's campaign (What's where several young people are phoning each other shouting “wazzup”. This advertising was so funny and original that it knew a worldwide success, passing through some million e-mail boxes. [...]

[...] Communication & youth Introduction The media view of youth is hardly encouraging. We read about hoodies, ‘happy slapping', teenage pregnancy, drugs, STDs. And these days too, we find part of the world's youth actively turning themselves into would-be suicide bombers. So, why do we get so obsessed about marketing to them? (White, 2005) White (2005) gives the answer of his own question. The first true thing is the fact that young people are not all like it's described above. Then, and here are the most important issues for marketers to remember, youth offers very good opportunities for them : Demographic opportunity: apart from Western Europe, Japan and the USA, people under 25 years old represent the majority of the current world's population. [...]