Jim Liebelt's Youth Culture Watch

Youth Exposure to Alcohol Advertising in Magazines has Declined

A recent study indicates that youth exposure to alcohol advertising in national magazines has declined during the period from 2001 - 2008.

The Center on Alcohol Marketing and Youth at the Johns Hopkins Bloomberg School of Public Health recently released their study on youth exposure to alcohol advertising in national magazines. Key findings of the study:

• From 2001 to 2008, youth exposure to alcohol advertising in magazines fell by 48 percent.  Adult (age 21 and above) exposure declined by 29 percent and young adult (ages 21 to 34) dropped by 31 percent.

• Alcohol advertising placed in publications with under 21 audiences greater than 30 percent fell to almost nothing by 2008.

• Continued declines in youth overexposure will depend on the actions of a small number of brands:  In 2008, 16 brands (5 percent of the total 325 advertising in magazines) accounted for 50 percent of youth exposure in magazines with youth compositions above 15 percent, and 40 brands (13 percent) were responsible for 80 percent of youth exposure in these magazines.

Source: Center on Alcohol Marketing and Youth
http://www.camy.org/research/Youth_Exposure_to_Alcohol_Advertising_in_National_Magazines_2001-2008/index.html

Retailers Seeing Slow Start to Back-to-School Shopping

The crucial back-to-school season got off to a slow start, as retailers hoping for brisk sales of apparel, backpacks and school supplies instead saw tepid business and continued consumer frugality last month.

Major chain stores reported that sales rose a modest 2.9 percent in July compared with a year earlier, according to Thomson Reuters' tally of 28 retailers. That was lower than the 3.1 percent increase analysts had predicted and marked the fourth straight month that results either missed or came in at the low end of expectations, said Michael Niemira, chief economist at the International Council of Shopping Centers.

In a poor sign for the back-to-school season, teen retailers were the biggest drag on the retail industry last month, with Hot Topic Inc. posting a 9 percent sales decline, Wet Seal Inc. reporting a 4.3 percent drop and American Eagle Outfitters Inc. seeing flat sales.

Even Aeropostale Inc., a relative bright spot in the weak teen sector in recent months thanks to lower prices than many of its competitors, struggled in July: The chain posted a 1 percent increase, worse than the 7.1 percent rise that analysts had expected.

All told, 61 percent of retailers missed expectations, according to Thomson Reuters.

Source: Chicago Tribune
http://articles.chicagotribune.com/2010-08-05/business/sc-biz-0806-retail-sales-20100805_1_action-sports-retailer-zumiez-effect-of-store-openings-teen-retailers

Study Finds Link Between Catchy Ads and Whether Teens Smoke

Years ago, a popular cigarette advertising campaign proudly proclaimed to women, "You've come a long way, baby!"

But a recent study of teens shows the war on cigarette advertising that targets teens, especially teenage girls, might still have a ways to go.

Although the 1998 settlement agreement between big tobacco and state governments restricted advertising to children and teens, nearly half of teenage girls participating in the study could name their favorite cigarette ad. What's more, the study found that teenagers who could name a favorite cigarette ad were 50 percent more likely to have smoked during the five-year study period.

One ad campaign in particular stood out in the minds of teen girls and increased their awareness of cigarette advertising, the study found. The product was Camel No. 9 cigarettes, and the ads featured a pink camel and a sub-brand of cigarettes called Stiletto. In addition to the very feminine ads placed in such magazines as Glamour and Vogue, the campaign also featured promotional giveaways, including flavored lip balm, purses and cell phone jewelry.

R.J. Reynolds, which makes Camel No. 9, said that the product and the advertisements were not designed to attract teenagers. "Camel No. 9 was developed in response to female adult smokers, both of Camel and competitive brands, who were asking for a product that better reflected their taste preferences and style," according to a prepared statement issued by the tobacco company.

"When Camel No. 9 was launched in 2007, all magazine advertisements for it appeared in publications whose readership was at least 85 percent age 18 or older," the statement continued. "More importantly, R.J. Reynolds has not run any print advertising for cigarettes, including Camel No. 9, for more than two years, and there has been no in-store advertising for Camel No. 9 since 2008."

Source: Businessweek
http://www.businessweek.com/lifestyle/content/healthday/636963.html

Follow-Up: AMP / Pepsi Apologize for Bad Taste App

Really, all you need to know about the AMP/Pepsi apology is that they didn't pull the "Before You Score" iPhone app from iTunes. But, depending on public sentiment, they might do it later. Don't hold your breath.

There’s been a huge reaction to our post earlier today about AMP’s new iPhone app – “before you score” – that aims to help guys land women.

The responses have ranged from threats of boycotting Pepsi to comments about what politically correct sissies we’ve all become to adulation of AMP for humorously portraying modern chivalry (ok, that’s not exactly how supporters have put it).

In any event, AMP and parent company PepsiCo have responded, using Twitter to explain the campaign and apologize to those that might be offended:

"Our app tried 2 show the humorous lengths guys go 2 pick up women. We apologize if it's in bad taste, & appreciate your feedback. #pepsifail"

Source: Mashable
http://mashable.com/2009/10/12/pepsi-and-amp-app/

AMP Energy Drink Releases "Before You Score" iPhone App

Just another "head's up" regarding marketing ploys that parents should know are out there in the culture.

AMP energy drink (Pepsi Co), whose primary target are young men, has come up with a new free iPhone application, "Before You Score" - intended to help said young men "score" with the opposite sex.

It seems these days that there isn't much that is considered "over the top" when it comes to marketing.

Pepsi’s latest foray into social media is certainly bold and controversial, but does it go too far?

The company recently launched an iPhone application for its AMP energy drink called “before you score,” with “score” meaning (to put it in the most subtle of terms) having a successful night with a woman.

Beyond the premise of the app being rather risqué, it’s when you drill down to the specifics that it becomes much more, breaking women down into 24 types and suggesting “lines” to lure each one of them. If “successful,” the app also encourages users to brag about it over email, or even on Facebook or Twitter.

AMP has actually built features into its application that make it seem one can systematically “score” by exploiting women’s naivety. Beyond that, they actively encourage users to promote such conquests through social media.

Source: Mashable
http://mashable.com/2009/10/12/amp-before-you-score/