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AGE SUBCULTURES

AGE SUBCULTURES. Chp. 14 with Duane Weaver. Outline. Age and Consumer Identity Teen Values and Tweens Reaching Teens Gen X Baby Boomers Mature Market. Age and Consumer Identity. Age cohort group of consumers same approximate age similar experiences

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AGE SUBCULTURES

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  1. AGE SUBCULTURES Chp. 14 with Duane Weaver

  2. Outline • Age and Consumer Identity • Teen Values and Tweens • Reaching Teens • Gen X • Baby Boomers • Mature Market

  3. Age and Consumer Identity • Age cohort • group of consumers • same approximate age • similar experiences • Shared values and symbols can be used to appeal to specific age segments • Nostalgia

  4. Teen Values, Conflicts and Desires(1 of 2) • Autonomy vs. Belonging • Independence from parents • Attachment to peer group • Rebellion vs. Conformity • Rebel against social standards • Overwhelming need to fit in

  5. Teen Values, Conflicts and Desires(2 of 2) • Narcissism vs. Intimacy • Obsessed with appearance and needs • Desire to connect with others • Idealism vs. Pragmatism • View adults as hypocrites; view themselves as sincere • Must deal with the perceived injustice they observe in the “real world”

  6. Tweens • Age group: 9-14 years old • Stage between adolescence and childhood • Act like kids when they are alone • Aware of their image when they are in public • In addition to their own spending they are key product choice influencers • Computers, software, audio equipment

  7. Reaching the Teen market • Rule 1: Don’t talk down. • Rule 2: Stay true to your brand image • Rule 3: Entertain. Make it interactive. • Rule 4: Show that you understand.

  8. Cynical Disdainers Traditional Materialists Hippies Revisited Fifties Machos Generation X - classifications thereof Saatchi & Saatchi classification IN GROUPS OF THREE – take five minutes to think of an an example of an existing advertisement that would be most effective for one of the above target classifications. EXPLAIN WHY.

  9. Baby Boomers (postwar to early60s)[attributes of this segment]: Power in Numbers Peak Earning Years “Feathering their Nests” Created Baby Boom Echo WHAT IS RELEVANT ABOUT THIS SEGMENT AND WHY DO MARKETERS PAY SO MUCH ATTENTION TO IT?

  10. Mature Market Key Values of Mature Consumers: Autonomy Altruism Connectedness

  11. Communicating with theMature Market Simple Language Avoid Extraneous Stimuli Clear, Bright Pictures Marketing Messages Brand Extensions Action to get Attention Speak Clearly, Low Word Count

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