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Article
Publication date: 1 March 2002

Toby Newall and Louise Steel

Explains how marketers can reach 15 to 18 year olds by developing deeper understanding of this age group, especially their views on the consumer environment; the article is based…

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Abstract

Explains how marketers can reach 15 to 18 year olds by developing deeper understanding of this age group, especially their views on the consumer environment; the article is based on RDSi’s Youth2 research. Acknowledges that many marketers are insecure about this market because of its cynicism and constant need for new products. Summarises themes that emerge from youngsters’ descriptions of their world: life is portrayed as fast, exciting but challenging; the importance of profits can make life seem superficial, uniform and uncreative; America remains the dominant influence but Mediterranean styles are also valued; behavioural standards are much less set than in the past. Concludes that marketers have opportunities: to localise their appeal, provide reassurance, and move from appealing to selfishness to appeal more based on relationships ‐ but creative marketing is what counts most.

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Young Consumers, vol. 3 no. 2
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 1 August 1988

ON THE DAY that this leader was being written (for between then and publication day is quite a long time) the Bank rate went up for the fourth time in a short period. By the time…

60

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ON THE DAY that this leader was being written (for between then and publication day is quite a long time) the Bank rate went up for the fourth time in a short period. By the time these words are offered to the reader, the rate might go up again.

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Work Study, vol. 37 no. 8
Type: Research Article
ISSN: 0043-8022

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