Advertising Campaign (AdCamp) is a short-term yet highly intensive seminar workshop aimed to expose Marketing and Mass Communications students to advertising in the real world as taught by real practitioners of the industry. AdCamp endeavors to teach its participants the fundamentals of advertising as a vital tool in production, mass communications, and marketing with direct references to print media, broadcast media, direct transit, field and outdoor media, and personal media.
This year’s AdCamp is focused on a topic where the so-called “hope of the future” can relate best and be comfortable for better learning. AdCamp9 is all about YOU. It will make us realize that the essence of marketing and advertising is all dependent to its customers, especially the YOUth. The youth are said to be the highly versatile— they easily adapt to the fad and set the trend.
Youth Marketing is a term used in the marketing and advertising industry to describe activities done to communicate with the youth (technically with an age range of 12-34). The youth market is a critical market segment because of its buying power and its members’ influence on the spending of family members. Teens and young adults, in addition, often set the trends that are adopted by other demographic groups.
The youth market is viewed as a difficult group to connect with and sell to because of its fragmented media landscape and its keen ability to identify and reject marketing messages that lack credibility. Nonetheless, many brands market to the youth by offering relevant products and services while communicating a brand message effectively through the use of various appeals and execution styles. Successful youth marketing is associated with the key interests and drivers of the youth today: music, sports, fashion and technology, among others.
November 26–28, 2008
