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The Effects of Marketing on Tween Girls

The Effects of Marketing on Tween Girls. Jackie Doherty Marissa Evans Kristin Roche Brittany Schilling Meredith Vieira. Subject Characteristics. “By the time children reach 10, they are rejecting childlike images and aspiring to more mature things associated with being a teen”

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The Effects of Marketing on Tween Girls

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  1. The Effects of Marketing on Tween Girls Jackie Doherty Marissa Evans Kristin Roche Brittany Schilling Meredith Vieira

  2. Subject Characteristics “By the time children reach 10, they are rejecting childlike images and aspiring to more mature things associated with being a teen” • American Teen / Tween Girls • American Teen, Aged 13 – 16 • Tween, Aged 8-12 • Capture their Disposable Income • Easily Influenced • Age Compression Victoria’s Secret Pink: Keeping the Brand Hot Seymour, L. 2007

  3. Effects of the Media • Advertising and media encourage girls to be mindful of appearance and sexuality • 47% of 5-12th gradersexpressed interest in losing weight after viewing magazine pictures • By 17 years old, a girl has received over 250,000 commercial messages through the media • 50% of Saturday morning toy commercials aimed at girls mentioned physical attractiveness Gurian, A.: How to Raise Girls with Healthy Self-Esteem Advertising Youth & Body Image

  4. Victoria’s Secret PINK • Loungewear, sleepwear intimate apparel • Target group: College age 18-30 • Actual consumers: Tweens 8-14 and Teens • Image: cute and playful • Victoria’s Secret umbrella image: sexy • Sub brand as a “gateway” • Introduce consumers earlier on • Develop long-term relationships Victoria’s Secret Pink: Keeping the Brand Hot

  5. CoverGirl • Taylor Swift NatureLuxecampaign • Image: “Makes it easy, breezy, and beautiful to be yourself” • Capture younger demographic • Makeover tours • Internet-connected “point-of-entry” kiosks • Tremor: Word-of-mouth initiative Taylor Swifts First CoverGirl Ad Sneak Peek, 2011

  6. Research Overview Survey Focus Group Conducted online with Qualtrics Polled parents with girls between the ages of 5-18 Focused on perceptions of how their daughters are marketed towards Conducted focus group with five girls, ages 12-16 Discussed shopping, TV, internet usage, cosmetics, media, celebrities, & more

  7. Primary Research Overview • Focus Group • Three 12 year olds • One 14 year old • One 16 year old • Overall Discovery • The older the girls got, the more aware of the influences and tactics of marketing they were • All denied allowing marketing to influence them • All showed signs that they were being influenced

  8. Primary Research Highlights • Finding Highlights • All wore heavy makeup other than one 12 year old • All agreed that 5th or 6th grade was an appropriate age to start wearing makeup • All denied shopping online; All were “caught” discussing shopping or browsing online • All view Taylor Swift as their idol and agreed they would buy anything she branded • 12 year olds explained that they shopped at Pink, Abercrombie, other branded teen stores because of utility – not popularity or marketing • 12 and 14 year olds explained money was not a deciding factor when purchasing; 16 year old said money was the most important factor

  9. Primary Research Quotes • Quotes • 16 year old on Bratz vs. Barbies: “We liked Bratz because they looked like teenagers. Barbies looked like adults.” • 12 year old on Taylor Swift: “I like Taylor because she is not like the other celebrities that do bad things. She’s a good singer, she’s pretty and I like her clothes.” • 14 year old: “I don’t understand why so many clothing stores have advertisements with models not wearing any clothes. It’s pointless.” • 16 year old on television commercials: “I notice that the same commercials play during all of the shows I watch…when I was younger they influenced me a lot but now I have my own opinions.”

  10. References Wadyka, Sally. (2007). Are Bratz Dolls Too Sexy? Retrieved March 15, 2011, from Campaign for a Commercial-Free Childhood. Gurian, A. How to Raise Girls with Healthy Self-Esteem. Retrieved from http://www.aboutourkids.org/articles/how_raise_girls_healthy_selfesteem Youth X Change. Advertising Youth & Body Image. Retrieved from http://www.youthxchange.net/main/b262_advertising_youth-d.asp Eating Disorders: Body Image and Advertising. (2008). Healthy Place. Retrieved from http://www.healthyplace.com/eating-disorders/main/eating-disorders-body-image-and-advertising/menu-id-58/ A New Low For Victoria’s Secret. (2007). American Decency. Retrieved from http://www.americandecency.org/archives/a-new-low-for-victoria%E2%80%99s-secret/ Media and Girls. (2010). Media Awareness Network. Retrieved from http://www.apa.org/monitor/jun04/driving.aspx

  11. References Continued Responsible or Not? Marketing To Tweens and Teens. (2008). Responsible Marketing. Retrieved from http://responsiblemarketing.com/blog/2008/04/21/responsible-or-not-marketing-to-tweens-and-teens Driving Teen Egos- and Buying Through “Branding”. (2004). American Psychological Association. Vol. 35, No. 6. Retrieved from http://www.apa.org/monitor/jun04/driving.aspx Jayson, S. (2007). Media Cited For Showing Girls as Sex Objects. USA Today. Retrieved from http://www.usatoday.com/news/health/2007-02-19-sexualized-girls_x.htm Cardona, M. M. (2000). Young Girls Targeted By Makeup Companies. Advertising Age. Vol. 71 Issue 49, p15, 1p. Retrieved from http://www.frankwbaker.com/young_girls_targeted_by_makeup.html Fyfe, K. (2008). CW’s “Provocative: Ad Campaign Targets Teens and Blasphemes God. News Busters. Retrieved from http://www.usatoday.com/news/health/2007-02-19-sexualized-girls_x.html  Taylor Swifts First CoverGirl Ad Sneak Peek. (2011). becomegorgeous.com. Retrieved from http://www.entertainment.becomegorgeous.com/celebrity_gossip/taylor_swifts_first_covergirl_ad_sneak_peek-3390.html

  12. References Continued Victoria’s Secret Pink: Keeping The Brand Hot. Southern Evangelical Seminary and Bible College. Retrieved from http://marketing.ses.edu.mn/web/images/files/Cases/Case%204.pdf Seymour, L. (2007). Tweens ‘R’ Shoppers. The New York Times. Retrieved from http://www.nytimes.com/2007/04/22/nyregion/nyregionspecial2/22RSHOP.html?pagewanted=1 Advertising to Children: Geo Girl Make-up. (2011). The Thoughtful Consumer. Retrieved from http://thethoughtfulconsumer.blogspot.com/2011/02/advertising-to-children-geo-girl-make.html Bhatnagar, P. (2004). Victoria’s Secret Teams Up With Coeds. CNNMoney.com. Retrieved from http://money.cnn.com/2004/07/30/news/fortune500/victoria_college/?cnn=yes Lamar, M. (2010). Victoria’s Secret Pink is a Brilliant Strategy, Is Your Brand Thinking Ahead. V3 Integrated Marketing. Retrieved from http://www.v3im.com/2010/01/victorias-secret-pink-brand-for-future-customers/ The Today Show Online. (2011). Barbie’s 39” bust, 18” waist stir body-image debate. Retrieved from http://www.msnbc.msn.com/id/21134540/vp/42643430#42643430 Adersen, Tufle, Rasmussen, Chan. (2008). The Tweens market and Responses to Advertising in Denmark and Hong Kong. Bradford, 9 (3). Retrieved from http://0-proquest.umi.com.library.simmons.edu/pqdlink?Ver=1&Exp=05-01-2016&FMT=7&DID=1554393681&RQT=309

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