Publication Date
5-2000
Abstract
As the teen market segment expands and spending power increases, advertisers are cognizant of the importance in understanding traditional and emerging media trends in reaching this new generation of consumers. Increasing penetration of the internet at home and at school encouraged the authors to examine teens' relationships with media. Time allocation across media and the needs fulfilled by each medium were investigated. The study further explored how the internet, given its ability for two-way communication, stacks-up against interpersonal communication sources. Influences of gender and home access to the internet were analyzed, as were the methods teens use to learn about websites. Results provide implications for effectively targeting the teen market.
Document Type
Article
Disciplines
Advertising and Promotion Management | Communication | Communication Technology and New Media | Digital Humanities | Marketing | Mass Communication | Psychology | Public Relations and Advertising
Part of
Journal of Advertising Research
Source
Journal of Advertising Research
Language
eng
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Recommended Citation
La Ferle, Carrie; Edwards, Steven M.; and Lee, We-na, "Teens' Use of Traditional Media and the Internet" (2000). Temerlin Advertising Institute Research. 3.
https://scholar.smu.edu/arts_temerlin_research/3
Included in
Advertising and Promotion Management Commons, Communication Technology and New Media Commons, Digital Humanities Commons, Marketing Commons, Mass Communication Commons, Psychology Commons, Public Relations and Advertising Commons
