Major retailers believe when it comes to marketing to teens, the best route is to go straight to the source. In the upcoming back-to-school shopping season, they are placing their advertising where
teens will see it most. The plan calls for targeted TV ads--and, of course, Internet ads. For example, J.C. Penney will be the sole retail sponsor for MTV's Aug. 31 Video Music Awards, while Wal-Mart
and Target have created a MySpace-inspired networking site. The moves are inspired by research that shows the influence teens have over buying decisions is rising. Nearly 68 percent of parents say
that kids will influence at least half of back-to-school spending this year--up from 53 percent last year, the National Retail Federation says. The NRF expects sales this year to top $54 billion--up
13 percent from $47.8 billion in 2005. "Retailers understand that teens have their own money, and they aren't worried about gas prices and retirement plans," says the NRF's Ellen Davis. "This is a
group of consumers who has money to spend."
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