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

Creative Commons Attribution 4.0 License
This work is licensed under a Creative Commons Attribution 4.0 License.

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