Examining Frontline’s “The Merchants Of Cool” –

Teens devour grown into a valuable goldmine to vender and advertising companies. They are also a notoriously ticklish group to sell to in a more tralatitious manner…but once swayed, marketers aim to brand them for life, from cradle to grave. This is why teen marketing is a major begin to success for many popular brands. In my own opinion, this style of marketing has grown exponentially since the dawn of MTV in the 80s.
why exactly do marketers love teens so much as a demographic? There are a human body of reasons that bay window be listed, as pointed issue in the Frontline account statement The Merchants of Cool , but the one I think everyone can agree on is this teens as a collective social unit have notes to burn and less real realism responsibility to take the money they have from them. As a result, the items that they buy are largely recreational and luxury items, homogeneous clothing, electronics, movies, games, and music. What better market to pander to? They make many consumer choices singly of adult or parental input, indeed, many parents throw money at their kids to make up for not spending seemly time or attention on them. They have monumental influence on family purchases as well, most notably, entertainment. vender element DelVecchio estimates that kids influence about 70% of household purchases.



[Gene Del Vecchio, Creating Evercool: A Marketers Guide to a Kids shopping mall, Pelican Publishing, 1997, p. 23.] But perhaps most importantly, companies hope that once they have converted (branded) certain persons to prefer the product they sell, they have make a consumer for the long term.
How do marketers find these kids? Sending out coolhunters is one method, as shown in the article we read The Coolhunt by Malcom Gladwell, or they can employ focus groups and cross marketing, which was highlighted in the Frontline special The Merchants of Cool. Advertising to teens (and adults) can be order everywhere, just look around you…advertising is easily effect in...If you want to get a full essay, order it on our website: Orderessay



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