Kristin Roche Brittany Schilling Meredith Vieira The Effects of Marketing on Tween Girls Subject Characteristics By the time children reach 10 they are rejecting childlike images and aspiring to more mature things associated with being a teen ID: 740594
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Slide1
Jackie DohertyMarissa EvansKristin RocheBrittany SchillingMeredith Vieira
The Effects of Marketing on Tween GirlsSlide2
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 8-12Capture their Disposable IncomeEasily InfluencedAge Compression
Victoria’s Secret Pink: Keeping the Brand HotSeymour, L. 2007Slide3
Effects of the MediaAdvertising and media encourage girls to be mindful of appearance and sexuality
47%
of 5-12
th graders expressed 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-EsteemAdvertising Youth & Body ImageSlide4
Victoria’s Secret PINKLoungewear, sleepwear intimate apparel
Target group: College age 18-30
Actual consumers: Tweens 8-14 and Teens
Image: cute and playfulVictoria’s Secret umbrella image: sexySub brand as a “gateway”Introduce consumers earlier onDevelop long-term relationships
Victoria’s Secret Pink: Keeping the Brand HotSlide5
CoverGirlTaylor Swift NatureLuxe
campaign
Image: “Makes it easy, breezy, and beautiful to be yourself”
Capture younger demographicMakeover toursInternet-connected “point-of-entry” kiosksTremor: Word-of-mouth initiative
Taylor Swifts First CoverGirl Ad Sneak Peek, 2011Slide6
SurveyFocus Group
Conducted online with
Qualtrics
Polled parents with girls between the ages of 5-18Focused on perceptions of how their daughters are marketed towardsConducted focus group with five girls, ages 12-16
Discussed shopping, TV, internet usage, cosmetics, media, celebrities, & moreResearch OverviewSlide7
Primary Research OverviewFocus Group
Three 12 year olds
One 14 year old
One 16 year oldOverall DiscoveryThe older the girls got, the more aware of the influences and tactics of marketing they wereAll denied allowing marketing to influence themAll showed signs that they were being influencedSlide8
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 makeupAll denied shopping online; All were “caught” discussing shopping or browsing onlineAll view Taylor Swift as their idol and agreed they would buy anything she branded12 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 factorSlide9
Primary Research QuotesQuotes
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.”Slide10
ReferencesWadyka, 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.aspxSlide11
References ContinuedResponsible 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 Slide12
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.pdfSeymour, L. (2007). Tweens ‘R’ Shoppers. The New York Times. Retrieved from http://www.nytimes.com/2007/04/22/nyregion/nyregionspecial2/22RSHOP.html?pagewanted=1Advertising 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