Now Hear This: How to Get a Tween's Attention

Abstract

With a growing number of ‘Tween’ (children ages 7–14) consumers, getting and keeping the attention of this critical constituent group is increasingly important to marketers. Tweens' buying behaviour and brand loyalty are driven by unique factors, so developing “tweenspeak” to address this group's distinct needs and attention style can be challenging. This article provides concrete examples and methods to help marketers successfully reach tweens through branding and advertising.