Search results

Reports on a study examining teenage incomes and savings, primary sources of information for purchasing in selected product categories, spending patterns within those categories, and teenagers′ overall shopping habits. Concludes that teenagers represent a surprisingly sophisticated market, with a need to define target segments and focus retailers′ attention on two steps: emphasize the image and social nature of shopping in the store, and adopt a strong in‐store selling program once teens arrive.

The study extends the research on visual imagery in advertising to sports marketing. The results suggest that excessive on-shirt advertising is wasteful for sponsorships and harmful for team image. However, a strategy of moderate advertising increases the brand recall rate and does not harm the team's image. From a managerial perspective, this study highlights the risks of excessive use of sponsor logos and provides a framework for determining the optimal level of on-shirt advertising for professional teams.

The study extends the research on visual imagery in advertising to sports marketing. The results suggest that excessive on-shirt advertising is wasteful for sponsorships and harmful for team image. However, a strategy of moderate advertising increases the brand recall rate and does not harm the team's image. From a managerial perspective, this study highlights the risks of excessive use of sponsor logos and provides a framework for determining the optimal level of on-shirt advertising for professional teams.

The purpose of this research study is to examine how significant the grandparent market is, their spending on grandchildren, and whether the marketing is sustainable over time. The “grandparent” is an important segment of the senior population, projected to grow to 25.9 per cent of the population by 2010.

A telephone survey of 500 grandparents was conducted using a randomized sampling plan. Purchasing levels were designed to cover six product/service categories in which grandparents might be more inclined to spend: non‐gift card presents, gift cards, school supplies, entertainment and travel, and financial investments.

The findings indicate that grandparents represent a high attractive market. Nearly all grandparents (94.8 per cent) spend money on their grandchildren – nearly $975 per year. This makes the total market more than $54.5 billion annually, or $149.4 million per day, in just the product/service categories included in the study. Furthermore, grandparent spending increases with the age of the grandparent, the number of times they see their grandchildren, the number and ages of their grandchildren.

Given the size of the market and the spending power of grandparents, companies would be justified in directing considerable resources to targeting grandparents for goods and services for their grandchildren. While seniors may have limited spending capabilities, they appear willing to reallocate their funds to grandchildren.