A real call toaction
Source: www.mobot.com
Topic: Teen Fashion
Sort Desciption: ELLEgirl the teen fashion magazine. published by New York-based Hachette. Filipacchi Media U.S. Inc. in 2005. began using mobile visual search tech- ...
Content Inside: 10 Feb. 12006 Marketing News A real call toaction Teen mag ads grab readers bythe phone By ALLISON ENRIGHT Staff Writer T een girls dont pass triangle- folded notes in class anymore. They text-message their circle on their mobile phones. Somewith (overly?) generous par- ents willing to fork over cash for an Internet-enabled camera phonesnap pictures of the oh-so-hot football quar- terback at his locker and share them with like-minded friends or post them to their face-page typically a free journal-style Web site that is shared among friends or to the world. Sure teen girls still stress about the SATs and zits but they also possess a level of buying power unknown to gen- erations past spending about $81 a week. Many then can go and buy the latest jeans and save the lusting thoughts for the quarterback. Because of teens spending power projected to be $159 billion in 2005 by Northbrook Ill.-based Teenage Research Unlimited teens are becom- ing increasingly attractive to mar- keters. Marketers in turn are finding ways to communicate to them in ways that tag their product service or client as cool. ELLEgirl the teen fashion magazine published by New York-based Hachette Filipacchi Media U.S. Inc. in 2005 began using mobile visual search tech- nology to develop promotions that would link the magazines teen read- ersaverage age 17more solidly to the advertisers in the magazine via readers mobile phones. By connecting the two media ELLEgirl upped the recognition factor and recall rates of its advertisers static print advertise- ments and perhaps more importantly permitted teens to interact with mar- keters brands on demand. If you have any teen girls in your life it is all about the cell phone says Deborah Burns vice president and publisher of ELLEgirl. With 75% of 15- to 17-year-olds carrying cell phones according to a Gfk NOP mKids Study and using them as a vital part of their social lives it is logical to try to speak to them there. For our audience in p ...
