Senior Project Conclusion

Senior Project Conclusion - Brown 1 Evan Brown Robert...

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Evan Brown Robert Girton Extended Essay AA 16 March 2010 Implications Summary Businesses use marketing and advertising to appeal to teens. Businesses have found that it is most effective to appeal to teens using a three step, friendship approach, to gain the teen’s trust to sell him or her certain products. The first step business relies on when marketing and advertising products to teens is to create a positive brand image for the product. This is the first step because teens must see the product as worthy of their trust. The second step business relies on when marketing and advertising products to teens is to create a desire for the product. This is the second step because teens must see the product as a possible solution to their problem of feeling insecure. The third step business relies on when marketing and advertising products to teens is to push them to buy the product now. This is the third step because businesses are able to take advantage of teens’ impulsive buying habits. Vitamin Water is an example of a business that has used all three steps to appeal to their audience and sell their products. This approach can be taken one step at a time in numerical order or it can happen all at once, in a single ad. Brown 1
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Fig. 15. “50 Cent Vitamin Water Ad.” Word Press. 2008. Web. 9 Mar 2010. Notice that this ad is an ad for a flavor of vitamin water called “Formula 50” fifty percent of one’s daily values of vitamins C, B3, B5, B6 and B12. This beverage is named after the famous rapper 50 Cent (Curtis Jackson). This is an ad that increases the brand image, through tying the brand’s name with the reputation or cool factor of 50 Cent. This ad creates desire by noting “It works, for 50 Cent” at the bottom left of the ad, assuming that the consumer will receive health benefits from this beverage. The ad also creates desire by saying, “Ride like 50 (driver and entourage not included),” and by having a chance to win a car similar to one 50 Cent may own. Therefore the desire to purchase Vitamin Water comes from the chance to win a truck along with an increase in his or her cool level. This ad also creates a sense of urgency for the consumer to buy the product as soon as possible because the contest for the truck would end eventually. Through following these steps with marketing and advertising it is no wonder that “Glacéau
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Senior Project Conclusion - Brown 1 Evan Brown Robert...

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