Marketing Research & Promotional Strategy
People converse more often and through more channels than ever. They are as well employing a broader assortment of media, whether it is friends messaging or reading and replying to communications from their preferred brands. Employing various types of media at the same time has moreover boosted considerably. In reality, it’s not infrequent for teenagers to heed the radio, watch TV, and explore the Internet concurrently, all as they exploit text messaging with their buddies. For dealers, this signifies a change in attitude, needs, and perceptions, and our task is to take notice just to carry on (Aaker, 1996).
Teenagers’ consumer needs, perceptions, and attitudes play a significant role in creating marketing communication messages. Teenagers require security as well as the need to be acknowledged in order to feel balanced and most importantly independent (Speight, 2004). Teenagers are a major player in the marketing world today, so knowing their attitudes, perceptions, and needs, will help provide them with what they want and facilitate the marketing communication process with them. Teens are keen on all digital things. Regardless of the declining status of email for personal communication, the huge bulk of Teens do exploit email. Their exploitation of Instant Messaging, SMS, in addition to involvement in social networking, is considerably more than any other group. Understanding teenagers’ attitudes is substantial in creating influential advertisement that can smooth up and broaden the marketing communication process. An example is the issue of teenagers’ unintended pregnancy. Recent study has demonstrated that 82% of teenagers’ pregnancies are unintentional. Social marketing is likely to decrease unintended teenagers pregnancy (Kirby et al., 2005). Results recommend that to cut accidental pregnancy and enhance reproductive health upshots amongst adolescents, there is a requirement for intended prevention messages and social marketing methods. Another instance is their choice of clothing, as they always are highly influenced by their favorite singer, actress or actor, or even athlete. They tend to dress up like them and consistently following-up to their style, thus bringing about a substantial substance for marketers to sell and augment their profits (Klein, 2005).
Teens are susceptible to marketing via a diversity of channels, and nothing is totally excluded —the thing that necessitates the distribution of resources to various communication channels and offering choice to individuals.