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From: lab@qubix.UUCP (Q-Bick)
Newsgroups: net.singles
Subject: Re: Advertising WRT (with respect to) who buys it?
Message-ID: <1528@qubix.UUCP>
Date: Fri, 9-Nov-84 14:22:31 EST
Article-I.D.: qubix.1528
Posted: Fri Nov  9 14:22:31 1984
Date-Received: Sat, 10-Nov-84 21:09:43 EST
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*** MESSAGE YOUR REPLACE LINE WITH THIS *** [A new fad in bug-killers?]

On KCBS (radio, you L.A. egotists!) this morning, they had a live
interview with a guy from a firm that specifically researches the
teen-age market. Merchandisers know the $$ are there, figuring out what
appeals to them is a good investment.

Far and away the #1 influence on what teens will purchase: the NON-
advertisement media. I.e., movies, magazine ARTICLES, television PROGRAMS
- NOT the ads themselves.

The research guy also noted what they found to be the most "fickle"
group of buyers (ready for a surprise?): boys in the 13-15 age group.
Other items that I can remember he said: girls tend to buy more items,
boys tend to buy fewer but more expensive items [probably influenced by
car purchases?]. Overall, though, more of the $$ are spent by (or at
least *for*) the girls.

One question the interviewer asked regarded "missing the fad" - catching
on to a fad a couple of months late. The researcher said the most
obvious of recent times was the "torn-sweatshirt" look - it came and
went in two months, enough time for the merchandisers to begin
producing, but not long enough to really establish a market.

The generation gap is getting more noticeable - the survey used for the
research asked teen-agers about such people as Joni Mitchell. Only 4% of
the girls said they liked Joni; 68% didn't know who she was!

[I doesn't make 'em up, I just reports 'em]
-- 
		The Ice Floe of Larry Bickford
		{amd,decwrl,sun,idi,ittvax}!qubix!lab

You can't settle the issue until you've settled how to settle the issue.