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Senior Project Full - Brown 1 How Businesses Appeal to...

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How Businesses Appeal to Teens Using Marketing and Advertising Evan Brown Bob Girton Senior Project AA 5 May 2010 Brown 1
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This paper explores the strategy behind marketing and advertising products to teenagers. A general background of marketing and advertising is explained along with an overview of what the marketing and advertising strategy towards teens is. The next three sections explains each step of the three-step strategy towards marketing and advertising products towards teens. Finally the conclusion explores the reasons behind knowing this strategy for both the business side, and the teenager side. Brown 2
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The hot pink, fitted polo hanging in my closet is a constant reminder of the fifteen dollars I wasted. I bought this hideous shirt online during a huge winter sale from the store Express. This shirt seemed like a great idea at the time and appeared as if it had great potential to enhance my wardrobe. When it arrived in the mail, it was immediately ironed and tried on in the privacy of my room. I was disappointed with the way it looked on me and it seemed like it was a must have on the website, but I looked as if I was still living in the eighties. I did not look cool, so that shirt never left the four walls that make up my room since being shipped to my house. Express made fifteen dollars off of my bad decision, and I still have a desire for new clothes to enhance my wardrobe to make me look cool in the eyes of my peers. I was manipulated by the store to buy this shirt while it was cheap and available, but I would have been better off to hold onto my money. I had no use for it and I probably never will. What was I thinking? Does this mean I am predictable? Am I as unique as I think I am, or am I just the same as most others in the target audience? Businesses see me as a piece of the whole, as a number, as a dollar amount. Businesses see me like this because they run off of money and new customers. They want everyone they can get, so these businesses do research to figure out who they can get and how. But teens feel so unique. How could businesses understand all of us? The sad part is we are all the same there are just a few different styles with room for a little bit of variation. Businesses understand this and do research to figure out who we are through small samples of teens across the country. The information businesses find will be used to appeal to us, to persuade us, to get into our pockets and hopefully our hearts. They want us to come back, but that requires the business to understand us completely and to fulfill our desires completely. That requires loads of work consisting of predictions, trends, thoughts and feelings. Those that do this Brown 3
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work aim to predict and persuade the customer and are known as the marketers and advertisers.
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