According to a new Teen+Brands study by Viacom's The N channel, nearly half of teens surveyed said they tend to stick with a few of the brands they really like, but, 52% felt, "Brands are created by marketers just to get more money."
Rahda Subramanyam, VP of research and planning for MTV Networks kids and family group, said "This generation is highly aware not just of brands but marketing strategies. Overt marketing techniques are not going to work."
The report, in conjunction with Open Mind Research, and OTX Research, and based on interviews with kids 13-19 online, via cell phones and in focus groups in March-revealed Generation Y'ers "...respond to brands that reflect their lifestyle and offer innovation, creativity and a high degree of style," said Irma Zandl, principal of The Zandl Group, New York.
Included in brand attitudes in the report:
"There is still more trust in a TV commercial or in an edited magazine versus a pop-up ad or the messages you get on MySpace from fake spammy friends," said Anastasia Goodstein, founder of teen marketing site Ypulse.com.
Brand names are most important when it comes to
Despite being wired 24/7 with mobile devices and online communities:
Review the whole story by Kenneth Hein in Brandweek here.