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A short supporting slideshow for my presentation of the article "Avoidance of Advertising in Social Networking SItes: The Teenage Perspective" in the course Marketing Communications at GSOM, St Petersburg.
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Avoidance of Advertising in Social Networking Sites:
The Teenage PerspectiveL. Kelly, G. Kerry & J. Drennan (2010)
Today’s Agenda
What is the point of the article?How was this point reached?Why is the point important?
Quick recap and the final verdict
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Just Give Me 5 Minutes …
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Spoiler!
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The Point
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Advertising on Social Networking Sites Needs Adaptation
ProblemTeenagers were found to not care much about advertising on social networking sites
ConsequenceAdvertisers need to change to be successful
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Several Factors Affect Ad Avoidance
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The Method
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Qualitative and Explorative Approach
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Focus groups: 23 people
In-depth interviews: 8 people
13-17 years old
Words of Caution
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Australian study
Everyoneused this site
2 peopleused this site
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The Conclusion
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Again, Several Factors Affect Ad Avoidance
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The Teenagers Did Not Pay Attention
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Ads are not interrupting
A friend of mine got a computer
virus…
Interactive ads, like
games, are fun
Not too much advertising
Advertisers Must Know How to Reach Their Audience
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USD 1,200,000,000
Quick Wrap-Up
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No need to read the article
Teenagers avoid advertising on social
networking sites
Opportunities for research concerning what types of
ads actually work
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The End
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