Abstract
The burgeoning Teen market is of interest to various marketers and advertisers. This paper examines how Teens respond to TV advertising by measuring their attitudes toward television advertising. The study was conducted with high school students in the Northeast. A total of 117 teens between the ages of 15–18 years, were surveyed. The sample had a good representation of both genders, with girls accounting for 55% of the sample and boys 45%. Our study generated three interesting results. The first was the observation that on average Teens are less appreciative of TV advertising and many rate advertising low on entertainment and information value. The second interesting result of our study was the observation that Teen girls are less enamoured by TV advertising as compared to their male counterparts. Thirdly, our study identified three distinct clusters within the Teen population, each holding significantly different (and often diametrically opposed) attitudes toward TV advertising:
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© 2015 Academy of Marketing Science
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Dublish, S., Botwick, D. (2015). Teens’ Attitudes Toward TV Advertising-Abstract. In: Spotts, H., Meadow, H. (eds) Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11885-7_5
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DOI: https://doi.org/10.1007/978-3-319-11885-7_5
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-11885-7
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