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Jugendliche mögen keine TV Werbung


Eine sehr interessante Studie hat die Agentur Youngcom! aus München veröffentlicht. Darin wurden die Meinungen, Einstellungen und Verhaltensweisen von deutschen Jugendlichen zu Themen wie Medien, Konsum, Marken und Werbung untersucht.
Besonders interessant ist, dass über 80% der über 1100 efragten Jugendlichen bei TV Werbeblöcken oft oder immer wegzappen:

Das liegt vor allem daran, dass sich Jugendliche von den Klassik Clips im TV schlicht nicht unterhalten fühlen und sich mehr auf das Internet verlagern. Unterhaltung, Witz und Ehrlichkeit sind für jungen Konsumenten am relevantesten:

Spätestens wenn wegen nerviger Werbung der Kauf verweigert wird, gehen bei Unternehmen meistens die Alarmglocken los. Immerhin 42% verweigern deshalb den Kauf des beworbenen Produktes.

Hier setzt gutes VM an: Viral-Marketing als BTL-Maßnahme bedient sich eines unverbrauchten Zugangs zum Konumsenten, wobei der Werbecharakter nicht offensichtlich transportiert wird, sondern auf unterhaltsame Weise rüber gebracht wird. Der zunehmenden Ablehung klassischer Kommunikation wird entgegengewirkt, da es nicht die typischen Merkmale einer Werbebotschaft besitzt, sondern die zu kommunizierenden Inhalte vielmehr selbständig in den sozialen Netzwerken der Verbraucher als Empfehlung weiterträgt.
Der Geschäftsführer von Youngcom! – Alexander Homeyer – stellt ebenfalls fest, dass der größte Fehler den Unternehmen machen ist, Jugendliche zu wenig differenziert anzusprechen. Der Trend geht weg von der klassischen Werbung. Unternehmer und Industrie müssen ihre Werbemaßnahmen an die Lebenswelten der Heranwachsenden anpassen. Ein Inhaltsverzeichnis der Studie, die leider nur käuflich zu erwerben ist, findet Ihr hier