To swiftly sift the more than 3,000 advertising messages youth is bombarded with every day, they are increasingly using their friends and immediate social circle (including parents) as a relevancy filter. Only the news, TV programs, movies, restaurants and bars, travel destinations and brands that are discussed with there friends and relatives are really worth the efforts and time to explore. For brand managers and marketers all together this implies that their brands should be part of the daily chats of their young target groups.
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