I feel like I've written many times that this generation of teens is the most marketed to in history and that as a result, they have developed prett keen b.s. detectors when it comes to the advertising hurled at them. It also doesn't take a lot of genius to know that ads on cell phones or ads that feel disruptive to technology teens are using to communicate would be super annoying. Harris Interactive just published some research on what teens like and dislike about advertising to back this up. From the press release, with my comments in [brackets]. You can also read this with commentary from Harris Interactive (they are all about advergaming as being the new marketing nirvana) in the new issue of Trends & Tudes.
"When it comes to advertising tactics employed by companies, the top three liked by both tweens and teens relate to celebrity and notoriety, including having a famous person use a product (tweens 39% and teens 21%), having a person in a movie use a product (tweens 33% and teens 20%), and getting the company name included in the name of a sporting event or stadium (tweens 33% and teens 22%)."
[Yes, celebrities still rule, especially with younger teens. Look at the ratings FOX pulled for this year's Teen Choice Awards as a result of pregnant Britney and her train wreck husband/rapper. Also see this L.A. Time, reg. required, item on the new up-and-coming younger sibling celebs being marketed to the tween set.]
"Newer advertising tactics are viewed more negatively by young people. For example, only five percent of youth like it when companies advertise their product on cell phones (compared to 50% who dislike it), and four percent like it when companies get someone to mention a product in online chat sessions (with 41% disliking this tactic)."
[for all the buzz about buzz marketing or WOM, when they know it's happening, it annoys them]
Here is the punch-in-the-stomach to marketers/advertisers trying to reach teens....They don't believe you.
"Fewer than one in ten (6%) 8-18 year olds agree with the statement "advertisements tell the truth," and more than half (57%) say they often notice tricks companies use to get them to buy something. About three-quarters (73%) agree that companies try to get people to buy things they do not really need. And, regarding mention of a product in an online chatroom, very few (only 1% of teens and 6% of tweens) feel that they can trust the discussion."
Posted by anastasia
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