Advertising Essay

1112 words - 4 pages

YOUTUBE ADVERTISINGI don't know if it is factual evidence, but I can tell you my kids use YouTube more than Google. If you know what they are watching you can create targeted advertising using in-stream videos on the YouTube network. Based on my boys' patterns, they ignore the text-ad banner at the bottom of the videos. Now, if you want to know how pre-teen girls are using social media, we'll have to go to the our readers for that one. I am pregnant with our first daughter who is due in 10 days and she won't have internet access for a couple of years.Those are just a few ideas, but there have to be others that you see. I know the kid market is a really touchy space and a lot of marketers want to pretend that we aren't actually "targeting" kids. But we all know that kids lead to a lot of consumer spending, so I'm not going to beat around the bush about the reality that they represent an opportunity if done well.hile the tobacco industry claims they no longer target kids, they still use tactics to attract youth. They advertise in magazines, promote their products in convenience stores and market their brands through direct mail, Internet web sites and social media networks.And while the tobacco industry agreed to stop paying for tobacco product placement in movies, cigarettes still appear in far too many youth-rated movies.The tobacco industry even launched their version of youth prevention programs in an attempt to deflect public concern for youth smoking.What impact does all this have? Of all adult smokers nationwide, 90 percent began smoking while in their teens, or earlier, and two-thirds became regular smokers before they reached the age of 19. 1MagazinesIn 1998, the tobacco industry signed the Master Settlement Agreement, vowing to stop targeting youth. However, in 1999, Marlboro, Camel and Newport increased their advertising in youth-oriented magazines.1 Ads for these three brands were seen by over 80 percent of youth an average of 17 times a year.In 2002, R.J. Reynolds (RJR) was charged and fined $20 million for continuing to market in magazines with high numbers of young readers. Though found guilty, RJR brands like Camel and Salem can still be seen in many of the same magazines. And it doesn't end there. In 2003, Philip Morris, RJR, Brown & Williamson and U.S. Smokeless Tobacco were caught running ads in school editions (for students to read) of Time, Newsweek and U.S. News & World Report.Direct MailingThe tobacco industry has adapted to restrictions on print and television advertising by turning to other marketing methods. One such method is direct mailing to their target customers. Tobacco companies increasingly rely on direct mailing as a way of advertising and providing incentives for users to buy their products. Young people often get on tobacco-companies' mailing lists after providing their personal information in exchange for a tobacco-related coupon or smokeless sample at a bar promotion, or when completing an Internet...

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