Anzeigen? TV-Spots? Kino-Trailer? Promo-Teams? Wie können Jugendliche überhaupt noch von der werbetreibenden Industrie erreicht werden? Dies ist die zentrale Frage in Marketing-Abteilungen und Agenturen, sofern sie ihrer Arbeit den nötigen Ernst entgegenbringen. Ein wenig Licht ins Dunkel versucht nun die 13. Welle der durchaus beachtenswerten Timescout Trendstudie zu bringen. Du diesen und anderen Fragen interviewt wurden 1.200 Kids und Jugendliche aus sechs Ballungszentren in verschiedenen Altersgruppen von 11 bis 39 Jahren.
Zunächst beschäftigte die Macher der Studie die Frage, welche Medien als Werbeträger bei den Kids wohl beliebter seien und welche weniger. Hier gewinnt die Produktprobe, vor der Zeitschrift, gefolgt von der Kinowerbung. Ganz hinten auf der Beliebtheitsskala rangieren geschlossen verschiedene Online-Werbeformen, wie E-Cards, Pop-Ups, SMS oder Banner. Auch die Postwurfsendung wird von den Kids eher verschmäht.
Wenig überraschend: Wirklich beliebter geworden ist keine Werbeform. Lediglich die Zeitschriftenwerbung blieb in den vergangenen Jahren weitestgehend konstant in ihrer Akzeptanz. An Gunst deutlich verloren haben indes Promo-Teams, Events oder Gratis-Postkarten.
Obwohl an Glaubwürdigkeit deutlich eingebüßt, schenken die Befragten der Produktprobe noch am ehesten ihr Vertrauen. Hier ganz unten auf der Liste: Kinowerbung, Flyer und Werbung auf Verkehrsmitteln.
Zeitschriften scheinen laut dieser Erhebung anscheinend noch immer eine akzeptable Werbeform für Kids und Jugendliche darzustellen. Nur leider schrumpfen deren Auflagen derart rapide, dass sie dem Werber die nötige Verbreitung seiner Nachricht schon lange nicht mehr bieten können. Zudem wurden die Anzeigenpreise natürlich nie den sinkenden Auflagen angepasst. Die Kosten, um eine relevante Menge der Zielgruppe über Zeitschriften zu adressieren, sind längst nicht mehr zu rechtfertigen.
Auch die passable Akzeptanz und Glaubwürdigkeit der Zeitschrift als Werbeträger hilt also leider nur wenig. Dann wird es wohl trotzdem noch weitergehen, das Rätselraten in den Marketingabteilungen der vielen Kinder- und Jugendmarken des Landes.
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