Marketing Researcher Says Don't Preach to Teenagers

Source from:  tr.itsmyiq.com Jan 24, 2008 01/25/2008

The head of research at The Chartered Institute of Marketing, Mark Stuart, says laws alone won't stop UK teenagers from smoking, according to a report in the Western Mail. Stuart, who was speaking about a law banning sales of cigarettes to those under 18 years of age, said that marketing was the key to changing perceptions. He added that the Government could achieve good results by looking at new ways of communicating with young people and finding innovative ways of researching teenagers' values so as to discover what resonates with them. By engaging with teenagers rather than preaching to them, and by using social marketing techniques, it might be possible to help teenagers, he added. Enditem