The new edition includes material on the Internet, brands, trends and fads. The book shows what brands teens prefer, what words to use in advertising, what media teens recommend you use, how much influence teens have over what their parents buy, how teen boys and girls differ on social issues, and advertising rules to follow to appeal to teens. Teenagers recommend radio According to Teenage Research Unlimited cofounder Peter Zollo, when asked which media they believe companies should use to reach them, teenagers heartily recommended radio. Zollo says 95 percent of the nation's teens listed to FM radio. Music both separates teens and unites them, providing a soundtrack for their busy lives.
Radio allows teens to instantly select whatever music they prefer.
Because of its selectivity, radio offers efficiency for reaching different teen segments according to ethnic, gender and geographic characteristics. Language, fashion, style, activities, friends and attitudes of teenagers often correlate with taste in music. And radio accompanies teenagers at home and in their cars. Meet deadlines, stay within budget and show up on time for meetings. Meet or exceed program objectives.