Advertising as Pop Culture

clipped from www.brandweek.com Members of Generation Y have 145 conversations a week about brands, which is twice the rate of adults, according to a new study. "They are extremely engaged in conversations about brands," said Brad Fay, COO of The Keller Fay Group, a New Brunswick, N.J., word-of-mouth consultancy whose TalkTrack survey canvassed 2,046 teens ages 13-17 during the first five months of the year. Teens aren't just conversing about brands; they're talking about advertising as well. More than half (57%) said they cite marketing and media in their conversations compared to 48% of adults. "[Teens] are more socially enabled than someone working in an office 9 to 5," said Doug Akin, managing partner at Mr. Youth, a Gen Y marketing agency in New York. "They have more multichannel conversations. [Aside from just hanging out], they are texting. They are online. They are on Facebook. On these social networking sites, they are likely to stumble across a marketing message and act on it."