Dollars and Jens
Friday, December 19, 2003
Advertising Demographics
Maybe 18-34 year old boys ("men"?) are especially suggestible. (Or they're trying to build life-long customers.)
And when Dean troubles himself to read the article, point 2 has been considered:
Advertisers have their reasons for targeting teens and 20-somethings. First among them is the belief that long-term brand loyalties are set when people are young and impressionable. The problem is that the belief is based on market research that is 40 years out of date. "It's a cliché and a fallacy to think you can build a customer for life," says Al Ries, a longtime New York ad exec who is now a marketing consultant in Atlanta. "As people grow up, they change brands."The alternative explanation to point one, of course, is that men over whatever age it is that makes you upper-executive material are especially suggestible....
"When a guy gets promoted, he doesn't get a more expensive Chevy," says Mr. Ries. "He buys a BMW."
