SPCM2360 Notes 10 - 9/12/11 Video about cool 32 million:...

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9/12/11 Video about cool 32 million: largest generation of teens >100 billion spent More money and more say over how it’s spent than ever before Parents have more pressure to keep teens happy - Guilt money Walk in the street = stroll in the mall (marketing message everywhere) >3000 discrete ads in a single day So many channels today (tv, internet, etc) - Most marketable group of teens and young adults Need to recognize and understand what they’re thinking and come up with a precise message in their terms to be effective Stubborn demographic, unresponsive to traditional methods Respond to COOL but it keeps changing - Cool Hunting - Structured around a search for certain personality/player in social network - Influence held by those who have respect, admiration and trust of friends - Study kids at head of class (20% trend setters than influence other 80%) Gordon and Lee - Team of young (former cool kids) correspondents - Culture spies - Correspondent: trained to find a trend setter/early adapter
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This note was uploaded on 09/14/2011 for the course SPCM 2360 taught by Professor Stahl during the Fall '11 term at University of Georgia Athens.

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SPCM2360 Notes 10 - 9/12/11 Video about cool 32 million:...

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