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Wise Up to Teens: Insights into Marketing and Advertising to Teenagers

Zollo, Peter. (1999). (2nd Edition). New Strategist Publications, Inc. Ithaca, NY, USA.

Methodology: This book is based on 15 years experience as a researcher and marketing consultant with Teenage Research Unlimited (TRU). Data from TRU's syndicated study of teens "Teenage Marketing and Lifestyle Study" is used by more than 100 top youth-oriented brands. Insights from this book come from the author's research and consulting on a variety of topics from athletic shoes to the anti-tobacco industry "Truth Campaign." Focus groups were conducted regularly, therefore for the author to be immersed within the teen culture. Teens are defined as age 12-19.