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'SPONSOR
22 OCTOBER 1962
Tv's bright new 'youth kick'
Many companies stress young adult market Ford Motors leading way with "Lively Ones" American Motors is pushing "Young American" Pepsi commercial aimed at 19 to 25 group
Advertisers of both impulse and high ticket items, more than ever, are concentrating on the valuable youth market. They appear to be directing their persuasive ammunition toward the 18-28 yearold market; at the same time, they are not overlooking the massive army of teenagers who watch tv daily.
Advertisers are rapidly learning that these two groups are helping make retail history. Sponsors are learning that brand loyalty must be established in the formative years or much is lost when the consumer reaches adult life.
Among the advertisers concentrating on these groups are, of course, the soft drink makers and the razor builders. But in recent times Ford Motors and other car makers have embarked on singularly effective marketing campaigns designed to capture the youth market. And television appears to be a superb vehicle for this "youth kick."
Bright, clean market. Moreover, sponsors are learning that the youth market is a bright, clean market. Bishop Fulton Sheen once dubbed teenagers "the television generation" and it is this generation that many advertisers are wooing. Even a statistical introduction to them can be surprising, Guy
Cunningham, director of new business and automotive advertising. TvB, pointed out last week. The percentage of teenagers (88%) viewing tv in a single day is high
er than that ol men (69%) or women (78",,) . Cunningham observed that too often audience compositions hide this factor.
Nor are teenagers mediocre students. Their intellectual accomplishments are main. "They're better educated," Cunningham said proudly. "With Admiral Rickover and Dr. James Conant whipping professional educators and taxpayers into action — the techniques «>l teaching today are improving rapidly." Cunningham also cited the
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Ford's sales message is rubbing off on youth
Ford is directing portions ol its Lively Outs campaign on college radio stations and in college newspapers (above). Highspot was lord's Lively Ones on t\ last summer
SPONSOR/22 October 1962
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