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| Author: | Bao, Y. Shao, A.T. |
| Title: | Nonconformity advertising to teens |
| Journal: | Journal of Advertising Research
2002 : MAY/JUN, VOL. 42:3, p. 56-65 |
| Index terms: | Advertising Brands Strategy |
| Freeterms: | Target markets Teenagers USA |
| Language: | eng |
| Abstract: | Nonconformity advertising delineates consumers' characteristic of nonconformity and stresses that even those consumers with strong need for nonconformity favour the focal brand. Given that today's teens strive to be exclusive and unique, it is proposed that campaigns applying Reeve's Unique Selling Proposition through nonconformity advertising would be effective in targeting the teenage market. Both a field and a laboratory study were conducted to track the influence of nonconformity advertising on adolescents' perception of Cheerwine, a soft drink introduced to a new market region. Results showed that the campaign enticed more favourable brand perceptions and greatly increased product trial, supporting that Unique Selling Proposition could be an effective advertising strategy toward teens if the right benefit is implied. |
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