In the modern world and civilized society people have the possibilities to meet most of their basic needs. Thus, they turn their attention to satisfying their demands. Demands are the ways of meeting needs and fulfilling desires, chosen by people.
Unlike the needs, demands can be artificially created: e.g. people have a need to eat; however, there are different ways of satisfying it. They have a choice of buying food ingredients and cooking a meal at home or going to a restaurant. Most people can cook their own meals, but they have a demand to visit a restaurant.
The demands and motives of the customers cause even a greater segmentation of companies' target markets. The ways people satisfy their needs and demands and are led by their motives determine their lifestyle and buying behavior.
One of such market segments is formed by the teenagers. This segment demands are settled by their age and stage of personality's formation. Moreover, choosing products, teenagers base their decisions upon some special motives.
The growing up process, as the researches show, is quite the same for teenagers almost all over in the world, the actions, motives and the way to satisfy their demands can vary greatly.
It is very difficult to find a Media that would have a mass coverage of this target audience. For instance, it is not an easy task to compile one teenage magazine equally for boys and girls. The teenage boys and girls differ in their preferences and demands even more than the adult men and women. This fact makes choosing one mass advertising Media very complicated.
Most teenagers are very declarative in their opinions. They see this world in black and white and do not tolerate any compromising. Furthermore, they strife for new things, ideas and tend to reject any experience of the past generations. Some teenagers may even become members of various extremist organizations or, even, terrorist groups.
Such striving for newness and independence together with a strong desire to belong to any social group of people is a great motivation for the advertising. The teenagers, as well as the adults, need socially acceptable ways of subliming their aggressiveness and anger. The advertising of some products, such as sport accessories, music CD's or players or even some food products or summer camps, can successfully use those motives, showing teens those sublimation ways.
In addition, the strong desire to belong to somebody of coevals, the teenagers look for role models and heroes they can follow. Using this motive in the advertising can produce effective results.
In any event, promoting and advertising your products or brand, choose the methods and the ways very carefully and thoroughly, as the impact on the target audience may be different, sometimes, inevitably dangerous for your future success. Thus, the advertisers must study their target audience better and design the most attractive and relevant ads for the teenagers.