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Marketing Research and Promotional Message

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Marketing Research and Promotional Message Teenagers make up a growing market of consumers in today’s society. Their needs, wants, and demands are far more diverse than those of other generations due to the constantly changing popular culture of today’s society. Attitudes and perceptions of teenagers are primarily driven by the need for popularity, success, and acceptance. It is essential for marketers to keep this in mind when advertising to them. If advertisements are not appealing to the mindset of teenagers and do not strike a chord with one of these basic needs, teenagers are likely to spend not only their money, but influence their parents to spend their money on a different brand that is more likely to garner them praise and popularity. According to Schiffman and Kanuk (2010), “The teen segment of Generation Y directly spends over $150 billion annually; furthermore, this group’s members influence the purchases of their parents for a substantial amount of other goods and services.” Teenagers spend money through their parents on everything from popular clothes to electronic devices, such as cell phones, tablets, and MP3 players. Teenagers seem to be very intent on owning brand name clothing, phones, cars, and many other items. Many teens choose to make purchases based solely on the brand name on the tag, rather than basing them on any kind of research or product knowledge. They do not really care how much it costs, performs, quality of the product, or how it looks, but more so what the name brand is. Schiffman and Kanuk (2010) state, “Moreover a recent survey of 13-to 17-year-old teens found that they have 145 brand-related conversations a week, about twice the number of adults.” Part of this desire for brand names can be attributed to the fact that teenagers often do not have to pay for their own clothing, phones, cars, etc., and therefore

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