Tweens market and the impact of advertising on the tweens market: A field study on tweens in Ankara

Tweens market is used to describe those kids who are ?in between?being little kids and being teenagers. The defining characteristic of this marketis their ?split personality? that toggles between kid behaviors and attitudes andthose of a teenager. They are dubbed as the most global generation yet tocome. Tweens are urban, well-off, happy, smart and imaginative individuals.They have access to a wide array of brands. Power, freedom, fun andbelonging are the four essential motivators for today?s tweens. They aregenerally divided into four groups: edges, persuaders, followers and reflexives.Several research studies have been conducted in Turkey regardingcertain aspects of children and teenagers but no specific study has been doneon the tweens market yet.The main purpose of this study is two-fold. First, the study examinesthe needs, wants, behavior patterns, expectations and social trends of asample of Turkish tweens, and provides some comparisons regarding thetweens around the globe. Second, the study determines which specificpromotional tool (media type) has the greatest impact on the tweens. Theresults of this research will be valuable not only for the theoretical marketingapplications, but will also provide major insight for those companies that areactively targeting tweens.Key Words: Tweens, Tweens market, Tweens Groups, Tweens & Brands,Promotional Mix Elements