- Title: Cultural Consumption and Blended Business Models for Children and Young People
- Project Manager: Hamidreza Shashjavani
- Executor: Leila Mirsofian, Samira Bakhtiyarian
- Supervisor: Development Center of Cultural and Creative Industries
- Publication Year : 2017
- Number of Pages : 156
Description:
The current report has been developed around a core question: “How should advertising and marketing methods for children and young people be?” To answer this question, we studied various sources and concluded from their outcome that the decisions of children and young people (Generation Z) are largely influenced by their older siblings, friends, and peers; therefore, using opinion leaders (for teenagers), alpha kids (for children), influencers, and especially micro-influencers can be an effective and successful method in product advertising and marketing. We also found that Generation Z is very eager to be active agents; they do not just want to consume a product, but expect the product to help them achieve their goals. Before the age of 15, Generation Z is exposed to more than 1,000 media messages, which has led them to easily discard content that is not visually appealing to them and lack the patience for long messages. For this reason, for advertising and marketing, it is better to use GIFs and videos and convey their message within the first 8 seconds.