Ads for grads

Abu-Shalback Zid, Linda
November 2004
Marketing Management;Nov/Dec2004, Vol. 13 Issue 6, p6
This article discusses a study on the spending patterns of college graduates conducted by Youth Media and Marketing Networks (Y2M) as of December 2004. Marketers may want to direct more efforts at the 2.3 million students who graduate from college every year. The group is responsible for nearly $40 billion in spending on products and services, according to a study by Y2M. In the 12 months following graduation, two out of every five graduates will buy a car, two out of three will reorganize their relationships with financial service providers, and half of the graduates will establish new wireless phone service. With their new graduate status also come new responsibilities. Nearly three-quarters of all graduates will make an investment in a new business wardrobe. More than 40% plan on acquiring affordable furniture, particularly mattresses. As for reaching the graduates with marketing efforts, today's graduates reportedly are the most wired group ever. Nearly 100% of respondents send and receive e-mails daily and expect e-mail to be a primary means of contact among their friends. Radio, highly targeted print media, and direct mail also are said to be effective means for reaching recent graduates. In the four years that Y2M has conducted the study, radio has remained constant in its share of graduates' time. But aside from the Internet, all other forms of media have fallen.


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