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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

AGE SUBCULTURES

Chp. 14 with Duane Weaver

outline
Outline
  • Age and Consumer Identity
  • Teen Values and Tweens
  • Reaching Teens
  • Gen X
  • Baby Boomers
  • Mature Market
age and consumer identity
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
teen values conflicts and desires 1 of 2
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
teen values conflicts and desires 2 of 2
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”
tweens
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
reaching the teen market
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.
generation x classifications thereof

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.

baby boomers postwar to early60s attributes of this segment
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?

mature market
Mature Market

Key Values of Mature Consumers:

Autonomy

Altruism

Connectedness

communicating with the mature market
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