Spring Break
Students' buying power reaches billions
Advertisers search for ways to connect to this high-spending age group, communication experts say
Ashley Dziuk
Issue date: 10/3/05 Section: Money
Be it on TV, in magazines, on billboards and now on the Internet, advertisements are everywhere in today's world.
Students sample different forms of media everyday, said Karen Kremer, associate professor and chair of the communication and journalism department, who teaches courses in advertising. But because they use so many different forms of media, students are a difficult audience to reach.
Students are an audience worth reaching, however, with almost $200 billion in spending power each year, according to 360 Youth's Web site. 360 Youth is a company that develops and executes media and marketing programs aimed at college students and teens.
Sophomore Heidel Brady said she is mostly exposed to ads when she is watching TV shows. She watches shows aimed at a wider audience, such as "Extreme Home Makeover," and shows aimed more at teens and college students, such as "Laguna Beach."
"During 'Laguna Beach'-type of shows, there are definitely more products aimed at students," she said, "more clothing and accessories type of stuff."
Ads are crafted to a medium, Kremer said. Companies look at how to use new technological media to reach students.
"Companies ask, 'What could we say about something a college student would care about and deliver via their cell phone?' " she said.
Sophomore Bill Trescher said he doesn't watch much TV, so he is exposed to ads mostly through billboards, flyers and the radio.
Research shows that today's students are not only interested in pop culture, but also in civics and other social movements as well, Kremer said. It shows students are more involved now than students have been in recent years, and advertisers use this to attract them.
"Advertisements will take into account some of those social issues," she said. "Like the Dove's 'real women' ads. They were crafted for the audience."
Creating ads for any demographic will start out by taking into account the target audience's lifestyle, Kremer said.
Students sample different forms of media everyday, said Karen Kremer, associate professor and chair of the communication and journalism department, who teaches courses in advertising. But because they use so many different forms of media, students are a difficult audience to reach.
Students are an audience worth reaching, however, with almost $200 billion in spending power each year, according to 360 Youth's Web site. 360 Youth is a company that develops and executes media and marketing programs aimed at college students and teens.
Sophomore Heidel Brady said she is mostly exposed to ads when she is watching TV shows. She watches shows aimed at a wider audience, such as "Extreme Home Makeover," and shows aimed more at teens and college students, such as "Laguna Beach."
"During 'Laguna Beach'-type of shows, there are definitely more products aimed at students," she said, "more clothing and accessories type of stuff."
Ads are crafted to a medium, Kremer said. Companies look at how to use new technological media to reach students.
"Companies ask, 'What could we say about something a college student would care about and deliver via their cell phone?' " she said.
Sophomore Bill Trescher said he doesn't watch much TV, so he is exposed to ads mostly through billboards, flyers and the radio.
Research shows that today's students are not only interested in pop culture, but also in civics and other social movements as well, Kremer said. It shows students are more involved now than students have been in recent years, and advertisers use this to attract them.
"Advertisements will take into account some of those social issues," she said. "Like the Dove's 'real women' ads. They were crafted for the audience."
Creating ads for any demographic will start out by taking into account the target audience's lifestyle, Kremer said.