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August 26, 2005 The Truth About Teens And AdvertisingYoung Consumers Spurn Traditional Ads, Embrace Viral Marketingby Jim Nail with Chris Charron, Sally M. Cohen |
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Executive Summary
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.
This is an excerpt
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