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

Rating:
Summary: The definitive guide to marketing and advertising to teenage
Review: This is an interesting book,which uses real-life examples to demonstrate just what will make a teenager want pull out his/her wallet--and apparently it's a wallet filled with spending cash! It's interesting to learn just how influential teens are when it comes to the purchases of their parents, too. I'm not even in the marketing industry--but I found the book's insights fascinating. If you're interested in selling to to this huge ($100 billion!) market, or just want to learn more about teens and their attitudes, values,etc. you'll find this book very entertaining as well as informative.

Rating:
Summary: If you want to know the teen market, read this book.
Review: Zollo does a fabulous job of aquatinting the audience with one of largest consumer groups, the teen. He is gracious enough to present all the data (and there is a lot of it) in a way that is digestible and applicable. As a research director for an advertising firm that develops marketing media specifically for teens, you can be sure that "The End of Marketing As We Know It" will be referenced often.