August 26, 2005

The Truth About Teens And Advertising

Young Consumers Spurn Traditional Ads, Embrace Viral Marketing

This is the third document in the "Young Consumers And Technology" series.

by Jim Nail

with Chris Charron, Sally M. Cohen

Executive Summary (This is a document excerpt)

While their parents and grandparents turn to pop-up blockers, DVRs, and the National Do-Not-Call List to block ads, young consumers are more receptive to advertising and the information it imparts. But even young consumers are skeptical, so they turn to word-of-mouth marketing — networking with friends and family members about products and purchases — to supplement commercial ads.

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