This paper examines an attempt to measure the relative impact of a number of sponsorship mediums for promoting a health message, Be Your Best, to Australian teenagers. In essence, the message was used in an attempt to convey to teenagers that if they became involved in holiday activities, like those in the holiday program, and give it their best, they will be better equipped to handle life, including using alcohol and drugs responsibly.
Several years ago, I delivered a paper to an ESOMAR Congress on the subject of trends in the youth market. In it, I made a number of observations and predictions concerning patterns of young peopleâs behaviour over the forthcoming decade.
In 1996 to 1997, detailed interviews were conducted involving seven groups of highs school and university students, enabling identification of numerous common characteristics regarding the respondentsâ interaction with people and goods. The most important hypothesis obtained was that young Japanese connect with others and products by periphery without touching the essence of each other.
The extent and importance of children's opinion leading power is a phenomenon which concerns advertisers confronted with an advertising message for products consumed by children. Indeed, in this case one not only has to attract the children but also to win over those around them, and in particular their mothers, since the child, consumer of the products, is not always their purchaser. Two factors may therefore convince the mother to purchase the product: the advertising message and children's advice. In this first part of this essay, we shall attempt to provide elements to respond to this complex relationship between the advertising message, the child and its mother by measuring the effects of a frequent situation in television, the household viewing medium par excellence: "Joint viewing" of mother and child of an advertising message on the television. In the second part, we shall see how to measure precisely at which moments the mothers and children listen simultaneously to television and in particular advertising breaks.
In any measurement system, there may be some groups that are more difficult to measure, or are perceived as more difficult to measure than others. In August of 1992, Nielsen started a program to address concerns about the accuracy of measurement of childrenâs and teensâ television viewing. Eighteen child and teen specialists were hired and trained to work with people meter homes with children and teens from the initial installation of the metering equipment throughout the two year tenure in the panel. These specialists we call people meter representatives. They have backgrounds in teaching, social work, counselling and coaching and therefore have the background and skills to build strong rapport with children and teens.
The aim of the paper is to show the common points in the segmentation of young consumers (0-25 years old), who have different back grounds (family, school, consumption, media...). Some attitudes and behaviours between the youngers are influenced by factors that are no more national (music, fashion, films etc.)
Children, as children ,are significant spenders and consumers ; as prospective adults, they are the market of the future. As young consumers they are also students of the market, learning to recognize brands and associate them with products and ultimately preferences. Advertisingâs influence on children has received considerable attention (Mizerski 1995), but it does not operate in isolation. The purpose of this study is to determine the ability of young children (ages3-5) to recognize brand logos and their associated products. A model of recognition that includes age, product exposure ,television viewing, and gender considered jointly as well as the effect of age on the influence of television, is proposed and empirically tested with 300 pre-school children.
In this paper, we are going to present one of the methods that proved worthy of being made known to the research community so that it can be used more frequently and improved upon. We called it Photo-Show due to its structural nature
To put this paper into its correct context: âshould we really be conducting quantitative research with children?âThe answer is that for all practical purposes we cannot. We have to accept and recognise the limitations of the data we can collect, and interpret it in that light.However, to be able to interpret it we need to conduct a preliminary qualitative pilot study, or at least know the product field well.
Trying an outlook, this clearly indicates, that it is very much worthwhile to communicate with adolescents as well as with adults, because this is on every promising way to ensure a goods hare of the market for the future by investing in the future of oneâs brand.