When it comes to the kid, tween and teen advertising space, many myths abound. It's easy to reduce this group to simple clichés and hyperbolized headlines, but to really understand today's youth, marketers need to hurdle over the hype and uncover their authentic needs and beliefs. Informed by fresh, from-the-field research on youth culture - including their relationship to advertising - this presentation will shatter stereotypes and offer practical advice for conducting research that truly taps into their desires and creating ideas that will resonate with them.
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