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Shows how tweens, ie children between eight and 14 years of age, have developed a fascinating global language which combines icons, illustrations and phrases in a completely new way; the author calls this TweenSpeak, and it is used to communicate over the Internet when playing games in virtual worlds like Norrath, which is part of the EverQuest project developed by Sony. Gives examples of how this grammar‐free language works, for example “CU BACK L8ER” means “Call you back later”. Outlines the BRANDchild study, which suggests that conventional language will be replaced by this language of numbers, catchphrases and icons. Moves on to the huge financial importance of the virtual worlds of computer gaming, avatars and real‐money trading; the amount of time and money expended suggests that online game playing is addictive and constitutes an alternative reality, which can cause problems in real relationships. Analyses the different methods of online communication between tweens worldwide, the numbers of online friends made, and international differences: for instance, Chinese tweens are more likely to rely on the Internet for friends than are Americans.
The purpose of this paper is to present a study that compares ownership and usage of new media among young “tween” consumers in Denmark and Hong Kong. Further, it shows…
The purpose of this paper is to present a study that compares ownership and usage of new media among young “tween” consumers in Denmark and Hong Kong. Further, it shows the ways of finding new interesting web sites.
In 2004‐2005 a survey was conducted in Denmark and Hong Kong of 434 fourth, fifth and sixth class students. Questionnaires were distributed in six elementary schools. Hypotheses about new media ownership and usage in the two societies are formulated based on the economic development and individualistic/collective cultural dimensions of the societies.
Household ownership of new media, ownership of mobile phone and heavy use of the internet were found to be more prevalent among Danish tweens than among Hong Kong tweens. Danish tweens were more likely to use mobile phones and the internet for interpersonal communication and for enjoyment than Hong Kong tweens. Hong Kong tweens used the internet more for educational purposes than Danish tweens. The results seem to support that adoption and consumption of new media are motivated differently in cultures of individualism and collectivism, and consequently that the tween consumer segment is not as globally homogeneous as it is claimed to be.
The study was based on a convenience sample, thus it may be problematic to generalize from the findings.
The study can serve as a guideline for marketing communication targeting tweens. The emphasis on the hedonic use and social function of new media may be suitable for a highly developed, individualistic society. In collective societies, marketers may need to put emphasis on the instrumental values of new media, such as improving academic performance.
This paper offers insights into designing communication strategies for Danish and Hong Kong tweens, particularly when incorporating new media. Findings are compared with existing preconceptions of the tween segment in the marketing literature.
The purpose of this research paper is to reveal data that have emerged from an extensive study into the relationship between the five senses and brands.
Research was conducted by the global market research agency, Millward Brown. A team of 60 researchers undertook a quantitative and qualitative study in 13 countries over an 18‐month period. The study set out to determine the role senses play in how one selects brands.
Results revealed that 99 percent of all brand communication currently focuses on only two of the senses – sight and sound. Emotional connections are effectively made with a synergy of all five senses, and as such those brands that are communicating from a multi‐sensory brand platform have the greatest likelihood of forming emotional connections between consumers and their product.
The paper uses case studies from global brands to illustrate the effectiveness of messages that incorporate as many senses as possible.