Branding for teens

07/14/2005 | Adweek · InsideBrandedEntertainment.com

At an Adweek Magazine-sponsored conference, "What Teens Want," media and marketing executives discussed how to reach the current crop of teenagers. Market researcher Jim Taylor surveyed 3,000 13- to 24-year-olds and found, "almost all of these kids believe they are someone else's leader," which means they are resistant to top-down marketing, preferring to think they are coming to brands of their own accord.

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Adweek · InsideBrandedEntertainment.com

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