Youth Marketing

Paper Summary:

The paper offers four reasons why advertisers have increased their focus on younger age brackets over the past century. The paper discusses how advertisers have started to speak directly to young people, in their vernacular and on their level, in order to capture this valuable demographic. The paper demonstrates how young people, in the marketer's eye, symbolize a lifetime of consumer spending and consumer spending habits.

From the Paper:

"Demographic changes often if not always result in shifts in marketing practices. The size and composition of a particular social segment will impact product placement, pricing, and production decisions. Population increases or decreases within certain age groups also have a strong impact in marketing strategies. Especially since the Baby Boom, marketers have understood how to capitalize on population explosions and shifts in demographic markets. The Baby Boom also taught marketing researchers to examine the potential value of the youth market. A booming childbirth rate in the post-war years had many marketers salivating."

Sample of Sources Used:

• Brailsford, Ian. "History Repeating Itself: Were Post-War American Youngsters Ripe for Harvest?" Retrieved April 3, 2007 from http://64.233.167.104/search?q=cache:hnYEbFPpPEsJ:www.kingston.ac.uk/cusp/Lectures/Brailsfordpaper.doc+history+repeating+itself+brailsford&hl=en&ct=clnk&cd=1&gl=ca&client=firefox-a
• New American Dream. "Thanks to Ads, Kids Won't Take No, No, No, No, No For an Answer." Retrieved April 3, 2007 from http://www.newdream.org/kids/poll.php
• "Targeting the Youth Market." Retrieved April 3, 2007 from http://www.sba.gov/gopher/Business-Development/Success-Series/Vol7/youth.txt

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