The Secret to Marketing to Teens: Marketing to Their Values

MTV conducted an "ethnographic study" of its teenage audience in the late 1990s. The process consisted of spending some time with MTV fans and learning about their personal needs and concerns, with the goal of revitalizing the channel's slide in viewer rates. Todd Cunningham, senior vice-president of strategy and planning for MTV, explained the project: "We go through their music collections.Read the full article