Marketing Research and Promotional Message

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Marketing Research and Promotional Message PSY/322 September 30, 2013 Joanna Bauer

Marketing Research and Promotional Message The 2010 Census reported that teenagers make up about 14% of the total United States population (ACT for Youth Center of Excellence, 2013). This 14% represents one of, if not the most multi-culturally diverse groups of consumers and is the ideal targeted audience for most companies in the United States today. There is no doubt about the buying power of teenagers, it is for this reason that companies must be very precise about who they are targeting for their products. In 2001, teenagers spent an average of $104 a week, which totaled around $172 billion dollars that year (National Consumers League, 2013). Introduction In the economy of today, teenagers are a sizeable and easily identifiable market segment, eager to buy, able to spend, and easily reached (Schiffman, Kanuk & Wisenblit, 2010, p. 55). Value is very important to teenagers and is apparent with the sudden rise of social networking in which connections with family, and friends are being maintained longer than ever. Teenagers make purchases that help show the world just who they are and what he or she is about. Keep in mind that the teenagers of today have never known a world without things such as the Internet and social media. It has never been easier for teenagers to shop, seek advice from friends instantly, and browse consumer ratings prior to making a purchase. Teenager Consumers…...

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