by Peter Zollo
ISBN 1-885070-54-3
December 2003
424 pages; hardcover
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Peter Zollo has done it again! Ury Greenberg, Sony Music Entertainment
Peter Zollos latest book is indispensable reading before any non-teen begins to consider a marketing initiative to this age group. Alan Levitt, Former Director, White House Drug Policy Offices Youth Anti-Drug Media Campaign
If you market to teens, just hope your competitors dont buy this book! Dr. Bob Bailey, Exec. V.P., Research & Planning, BBDO Chicago
This expanded update of Peter Zollos popular Wise Up to Teens gives readers a thorough understanding of what teens think, feel, and need, what they do, what they buy, and how marketers shouldand shouldntreach them.
Brimming with invaluable insights and information, the 11 chapters in Getting Wiser to Teens: More Insights into Marketing to Teenagers examine: Why Teens Are Important Consumers; Teen Psyche; Teen Attitudes; Teen Types, Trends, and Music; Teen Social Concerns; Teens at Home and School; Teens and Friends; Teen Lifestyle; Teens and Brands; Teens and Media, Marketing and Advertising to Teens.
Pulling together information from the twice-yearly syndicated TRU Study and countless qualitative-research studies conducted by Mr. Zollos firm, Teenage Research Unlimited, this information-packed book is your #1 guide to the teen marketnow revised, updated, expandedand more indispensable than ever.
