Five years ago, when it came to the question of what type of advertising or marketing campaigns young people liked best, often the responses among 13-25-year-olds were somewhat similar by gender and age groups especially for advertising campaigns via TV or Magazines. Since then, options via online, plus growth of sponsorship, advertising, and marketing via music tours, sports events, festivals, clubs, branded tours, retail competitions, video games, and even user-generated content, have resulted in preference types splintering into niche directions. There have also been changes based on one’s gender and preferences, and again based on age groups, which has required sponsorship, advertising, and marketing to move in niche directions in order to reach their target market, or future target market.
However many larger brands and agencies continue to work on past models. Reading Advertising Age Magazine can sometimes feel like you’re reading “news” from the ‘90s. Brands still looking for the silver bullet—the one-off program that will reach the largest demographic with the biggest bang—are often the biggest losers. Not only do these campaigns tend to fail miserably, or create band backlash, they generally have no meaning and simply don’t resonate with today’s youth culture—a marketplace that has grown up being constantly connected with passions about specific things that too often managers simply didn’t see coming.
In this story, we take a look at one of the most important questions in our Sponsorship, Marketing, and Advertising Youth Culture Profile Report 2008, which was released last week based on responses to the question, “Since companies have to market and advertise, what type do you prefer?”
The results quantify not only what types resonates most, but through charts and graphs, also indicate by age groups and gender what works best based on specific targeted demographics and how preferences change over time.
For more information about the Sponsorship, Marketing, and Advertising Youth Culture Profile Report 2008, go to www.labelnetworks.com; (323) 630-4000.
