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Teen Consumers And Their Short Attention Span Force Marketers To Be Creative

November 23, 2010: 01:41 AM EST

Marketers should thank teenagers for bringing about the resurgent creativity in marketing. Teen consumers, who are well known for having short attention span, being easily bored, and lacking in patience, have forced marketers to be more creative. “Breakthrough ads” by brands, such as Axe, Adidas, and Old Spice, demonstrate this trend. Marketers, however, should target all groups with creative marketing efforts. Also, effective marketing initiatives even those targeting small audiences can easily become viral or word-of-mouth successes, as the book Tipping Point, by Malcolm Gladwell, asserts.

Frank O'Brien, "Why Marketers Should Be Thankful For Teens", MediaPost, November 23, 2010, © MediaPost Communications
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