Marketing to Tweens

Chris Reidy of the Boston Globe writes a nice summary article about marketing to the burgeoning segment of tweens, or those aged between 7 and 12. It's estimated that there are 20 million of them out there who have graduated from PBS and are now working their way towards the belly-baring teens years.

Marketers, of course, have jumped all over this segment marketing so called older products to this younger market and using celebrities like Shakira to do it. And parents are going along for the ride.
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by Steve Hall    Mar- 2-03    




Ad Business Optimism Abounds But Reality Gets in the Way

Here we have Lauren Rice Fine, an advertising and marketing analyst for Merrill Lynch, trying to be optimistic about the outlook of advertising for the coming year. But with the looming war and accounting controversies at Interpublic and Omnicom, optimism is hard to come by.

There's just not going to be anything significant, in terms of an ad recovery, until mid to late 2004.
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by Steve Hall    Mar- 2-03    




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