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Trying to reach the student market

Companies are desperate for college students to buy more of
their products, but "the college market is notoriously tough to
crack," writes Sandra Yin, associate editor of the magazine.

The challenges? "Students doubt corporate intentions, they want
to be catered to, and they don't think companies know what they
want," writes Ms. Yin. "And they are poor: Their idea of a good
buy is a bargain." Still, many businesses think they are worth
the trouble. Ms. Yin cites data showing that full-time students
at four-year colleges spent $9.2-billion on discretionary items
in 2002. Students also form spending habits that may be lifelong
as their earning power increases.

Students frequently ignore traditional advertising because they
are "consummate multitaskers," Ms. Yin says. While 9 out of 10
students watch at least 10 hours of television a week, most of
them are doing other things at the same time. Among the
activities students report engaging in while watching
television, according to a study Ms. Yin cites: eating (77
percent), talking on the phone (58 percent), and homework (56
percent).



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