Skip to main content

Communicating with Young People Through the Eyes of Marketing Practitioners

Buy Article:

$47.50 plus tax (Refund Policy)

This paper acknowledges the importance young people play in the eyes of marketing practitioners. It seeks to establish how practitioners perceive and develop communication strategies targeting young people. In depth interviews were carried out with senior managers in four types of marketing agencies across Amsterdam, Edinburgh, Glasgow and London. The research confirms that practitioners hold a spectrum of viewpoints on youth media sophistication. The assumption that young people are sophisticated and involved consumers of advertising is not universally accepted. Literacy levels and lack of engagement are cited as challenges for practitioners. Practitioners were found to take different stances in developing strategies subject to their understanding of young people. Four stances were identified (using 'the brand' as a literary style): 'brand as navigator', 'brand as weaver', 'brand as host' and 'brand as owned'. The findings question the implications of certain stances taken in a changing, increasingly digital media landscape.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Document Type: Research Article

Publication date: 2004-06-01

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more