TalentZoo.com |  Flack Me |  Digital Pivot |  Beneath the Brand Archives  |  Categories
Is the 15–24 Market Forgetting Ads?
By: Dwayne W. Waite Jr.
Bookmark and Share Subscribe to the Beyond Madison Avenue RSS Feed Share
Yesterday we asked a group of high school students to list their top ten favorite advertisements. They were to list the brand and product/service displayed, the target audience they thought the brand was going after, and if they thought the ad worked.

The very last question, of course, is totally subjective. Unless these bright minds knew where to look up revenue information on the brands, we doubted that they would actually know.

Overall, the results were interesting.

Within this group of young adults, many had trouble even listing 10 commercials, let alone listing ones that they actually enjoyed. After seeing this the follow-up questions seemed trivial.

It made us wonder, if this group, the 15–24 market, is so heavily bombarded with ads, is there a point where ads cease to be effective? Is there a law of diminishing returns, or a desensitizing effect on these young minds?

We shouldn't rule that option out.

For some of the ads that the group did remember, few only remembered the brand and not the product itself. Meaning, if there was a brand with a deep product line, though the ad was effective in pushing the brand, it failed to bring the consumer into the store or online to realize a sale. Not the response a brand wants to hear.

Let's make ourselves clear, we are not suggesting a boycott of this target market. We just think that it is possible that we wore this group out, and they need a break, whatever that break may be.

Bookmark and Share Subscribe to the Beyond Madison Avenue RSS Feed Share
blog comments powered by Disqus
About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
Beyond Madison Avenue on

Advertise on Beyond Madison Avenue
Return to Top