Target groups: Youth

 

The article reports research among young people studying a) their aspirations and concerns (and the place of commercial products within them), b) attitudes to advertisements. Results suggest that mate ...

This paper discusses understanding and marketing to youth in India. Everybody in India wants to be youthful, so there are no distinctively 'youth' brands; but young people want to distinguish themselv

The article discusses the problems of researching among young people. Controlled focus group environments can be forbidding. Generating comfort and confidence is crucial, e.g. allowing younger respond

The article describes an attitudinal segmentation of parents and young people, conducted for the Department for Children Schools and Families (DCSF). The central question for the study was 'Which fact

Mobile devices are attractive media for directly communicating with consumers who have become busier and more difficult to reach. While SMS (short message service) advertising has received some attent

The accelerating growth in mobile internet communications is giving rise to a new form of interactive marketing. This research identifies the factors that affect youth consumer participation in a mobi

STA Travel had a good reputation, but also suffered from the mistaken perception that it could only be used by people under the age of 26. This word of mouth campaign thus aimed to spread engaging con ...

This case details Chupa Chups' efforts to use a silent puppet to drive word-of-mouth about its new brand idea, 'Life's Less Serious'. Communications centered around Chuck, a silent puppet, who feature ...

This paper discusses a campaign for Unilever's Axe/Lynx deodorant, which was specifically designed to spread word of mouth, and not just to use WOM as a small element of a bigger piece of activity. Th ...

Traditionally, O2 have been popular amongst students, but Orange had launched a highly successful campaign helping it to leapfrog the brand into first place. This word of mouth campaign aimed to win b ...

This case study demonstrates how Aquafresh Iso-Active used social network marketing to win brand engagement as part of its launch campaign. The aim of the campaign was to drive volume trial and sustai ...

In 2005, PC marketing constituted a dry, rational communications landscape. At that time, HP was also struggling following its merger with Compaq, and there was speculation it might even exit the busi ...

At the start of 2007, Dairy Milk was entering its third year of decline. The traditional levers for fmcg growth - range extension and promotion - were at saturation point. Investigation into declini ...

When launching its Yaris model in South Africa, Toyota wanted to attract a new, younger audience to its brand without neglecting its core, traditional older audience. The promise and personality for t ...

Teenage life in Ireland had changed dramatically in a few short years, due in large part to the rapid economic growth experienced by the country. The new 'Bebo generation' was empowered with mobile ph ...

There can be few more challenging briefs than tackling London's gun crime problem. The issue is a highly complex one, closely intertwined with a host of other social problems, from poverty to educatio ...

Seatbelt wearing rates in both Northern Ireland and the Republic of Ireland have historically been lower than Great Britain. The challenge was thus to increase seatbelt compliance, and thereby reduce ...

In 2005, KFC was facing a declining market, a hostile media environment and an increasing national obsession with childhood obesity and healthy-eating. As a result, the brand was losing penetration, s ...

Acquisitive crime such as burglary and robbery costs Britain some £9.5 billion a year. Ethnographic research provided the inspiration for a strategy that reflected the way offenders really see their v ...

An internet panel, set up to research young people, turned into a social networking community and thereby became much more effective. Thirty college youth aged 18-22 in India were recruited. Social ne

The article describes a new approach to studying young people by ethnography. A full range of ethnographic methods was used to get a fully rounded picture, including user-generated ethnography and net

This article argues the "internet generation" of 16-19-year-olds is not as different from previous generations in their leisure behaviour as people think. While they obviously spend more tim ...

Materialism is an important issue, especially among young people, and especially in a Chinese context. Based on a theoretical model of the endorsement of materialistic values among Chinese youth, the ...

This article discusses internet and multi-media research tools such as social networking groups, forums and online panels as a tool for researching youth audiences. The benefits of using the internet ...

The mobile phone handset market is one of the most competitive and hardest fought in Europe. Sony Ericsson sought to make inroads in Poland and Russia, both of which were dominated by Nokia. The launc ...

Seat launched its new Altea XL in late 2006 into a crowded MPV market. The Seat marque appeals to a very specific group of drivers; generally, young, sporty men who see themselves as more adventurous ...

McDonald's wanted to increase its local relevance in Germany and Austria, while focusing on food and fun. This formed part of an overall strategy to build local platforms that could drive both brand a ...

In 2006, the northern European market for carbonated soft drinks was in decline. The Coca-Cola Company's stable of traditional regular drinks was being rejected because of growing health and image con ...

Women are still grossly underrepresented at the top levels of public and private sectors in the U.S. This paper presents findings from a study which aimed to give a voice to girls and boys across the ...

Marketers are using Global TGI to scrutinise the fine details of cautious shoppers' behaviour in 60+ countries. This brief extract reveals that the reaction to the recession by business has been to c ...