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Show Monday, April 14, 2008 DAILY HERALD Marketing Continued The reactions of teens like from B8 12,000 entries and will sell the in 25 stores nationwide in May. C8d Spice sent to 5,000 high school football teams 100 samples of Red Zone brand body rt wash and deodorant as well as Old Spice body spray as part of its National Red Zone Player of the Year program, in which Old Spice encourages football coaches to nominate players. Those selected "player of the year" will appear in a e Old Spice ad in USA Today. "It's a perfect fit," said Jay Gooch, external relations manager for Old Spice. "It's a time in their lives when they're making choices about what they want to use." Companies are smart to target cheerleaders, said Mar-Jen- e Cota, vice president of corporate alliances at Varsity Brands Inc., the Memphis, Term., company that ran the competition in Anaheim, because they are often the girls others look up to. At recent cheerleading camps across the country, Propel, a unit of Gatorade Co., sponsored "hydration breaks," handing out "fitness water" after participants exercised; CoverGirl conducted a makeover tour, showing how to apply lip gloss and other cosmetic products; and Skintimate, a unit of S.G Johnson & Soa Inc., g sponsored an competition to anoint a "Smooth Moves" champioa "The girls literally screamed at each camp when they learned they would get free CoverGirl makeovers and samples," company spokeswoman Anitra Marsh said. Is there anything that marketers won't try to push on teens? Cota said she turned down offers from tobacco, medicinal and meat products companies that Varsity deemed inappropriate. (The cigarette promotion would have featured an campaign that Cota eventually discovered was sponsored by a tobacco company.) But that still leaves marketers with plenty to sell to teenagers. "If you can hook teens when they're young, you have a customer for a lifetime," said Matt Britton, chief of brand development at Mr. Youth, a marketing enterprise. , s of teens are About loyal to brands they like, according to Harris Interactive, a market research company. Forrester Research has found that more than 60 percent of teens ages 15 to 17 will remain with their bank after they graduate from high school and recommend it to friends. Nearly half of teens talk about personal care and beauty products, compared with just 29 percent of the general public, according to a study by research company Keller Fay V- -' full-pag- in-ca- ', two-third- Leisure Continued from B8 them to rate the activities on whether they felt happy, sad, stressed, interested or in pain at the time. The research team then calculated the percentage of time people spent in an unpleasant state, Compared with time-us- e studies from 1965, people surveyed in 2005 had more free time for leisure and Spiritual activities, but instead had increased their television i viewing from 11 percent to 17 percent among men and from 8 percent to 14 percent among , Stephanie explain why executives of CoverGirl parent Procter & Gamble think that, "If we can get a sample in someone's hands, we know a significant percentage of them will go back and repeat," said Goochfthe Old Spice manager, who also represents Secret. He said P&G gives away 300,000 to 350,000 Secret deodorant sticks annually at cheerleading events. According to Varsity, which runs the events, 72 percent of cheerleaders who were exposed to the brands at the ' events remember them. And 89 percent of the cheerleaders who "had a direct brand experience" are "more likely" to purchase the product. Varsity estimates that more than 1 million teens have "interacted" with its sponsors at events around the country. . Once a brand reaches a cheerleader, it's probable that its name will spread faster than a nasiy rumor, Teens, especially girls, continually are connected these days through cell phones, instant messages and And cheerleaders are often the leaders of the pack what Varsity's Cota calls "the top of the food chaia" "If you can connect with people more likely to be it's probably a good way to get out your message," said Kelly O'Keefe, director of executive education at Virginia Commonwealth University Brandcenter, which teaches advertising. "Cheerleaders are likely very social, highly influential and communicative." Sunshine Smith, a from Portland, Ore., embodies that. She was huddled . with other girls from her team in Anaheim, talking about beauty products. Her sister Alison, 8, also a cheerleader, hung on every word. Sunshine said she and her friends would use the free products to give makeovers to one another, then show their friends. Her coach, Twila Smith, said news of the products would travel fast. "They're the perfect kids at school," she said. "Lots of kids look up to them." LORI SHEPLERLos Angeles Times has her hair done by Wendy the Anaheim Convention Center in Orange Makenna Willhite, 14, of Seattle Ramsey at County, Calif. Group. Consumer goods giant Procter & Gamble Co.'s strategy to get free samples into the hands of cheerleader Jessica appears to have had its intended effect. "I used Dove deodorant once, but ever since I got the little Secret ones, I use those," she said. Giving away products can backfire when people have a bad experience with them. Brooke Morgan, 13, said she received a sample of Suave deodorant but wasn't happy with it. And bad word gets out: Keller Fay found that teens are slightly more likely than the general public to disparage a product if they don't like it. Consumer advocates aren't wild about enlisting teens as product promoters. Robert Weissman, managing director for Commercial Alert, an advocacy group, said that giving beauty products to young girls introduces them to corporate standards of beauty too early. Teens shouldn't be conscripted to be unknowing shills for a brand, he said. "They intend for the kids to carry their message forward, and they're not telling them that." Kids who love to talk about new things often can't help sounding like spokespeople. "This mascara doesn't clump like all the others," Stephanie Wolf, 16, said of the CoverGirl samples she received at the cheerleading competition in Anaheim. Quaid old son Jack, from his mar- Continued from B8 his wife, Kimberly Buffington; riage to actress Meg Ryan; when I was in college." The opportunities coming his way lately are abundant, diverse and more interesting than anything he can recall from his period. Last year, in addition to "Smart People," he made "Vantage Point," an action flick released in February; "The Express," a 1960s-er- a drama about Ernie Davis, the first black football player to win a Heisman Trophy, slated for release in October; and a dark thriller called "The Horsemen," expected to be released in August. Along with the work, there is perspective. Quaid says he worries less now, doesn't "take things so seriously and with so much weight as I used to except for the things that deserve it." Things like his relationships with hot-sho- t, r- and their twin babies, Thomas and Zoe, who were born in November and given a dangerous overdose of an drug, but today are completely healthy. (Quaid started a foundation dedicated to preventing medical errors and has sued Baxter International, maker of the blood thinner.) He's in cliche territory , again, but Quaid posits that this all the, good, and the ability to'appreciate it might not exist without the bad. That without one or the other, a fellow might get stuck and end up missing out on "finding new things in life ... keeping alive that feeling of discovery." Like that discovery about never being the big deal And the one that came after that: "This is just what I do, you and I love doing it." know anti-clotti- mm said. one-thir- d per-capit- a balance? Then look to us. Looking for better pay, benefits or work-lif- e In Yahoo! with The Dally Herald, HoUobs, gives you access to partnership listings so you can find the right one. mmm high-qualit- (off (( VISITHERALDEXTRA.COMJOBSTODAY. 2007 Yahoo! Inc. All rights reserved. A.C SYSTEM SAVE ON ALL HIGH EFFICIENCY AIR CLEANERS SAVE HUNDREDS OF DOLLARS OS ANEW CENTRAL The Earlier You Buy, The More You Save! 0 31- - up-to-d- www.heraldextra.com US! Think cbout If. y, frftJffi) The difference between a hobby and a Business could be Sunday In the Dairy Herald. PETER KRAMERAssociated Press Actor Dennis Quaid makes an appearance on NBC's "The Today Show" on March 31 in New York. 2 well-being.- more than 92,000 readers every r V commute, Schkade said. "If you have two hours of free time every day, what would you do with it? You could spend more time with your family or friends or in school or some other activity that improves your life," he It's a paradox, said University of California-Riversid- e psychology professor Howard Friedmaa For the past several decades, about of Americans have reported that they are very happy, even though the income, average adjusted for inflation, has more than doubled. So, rising incomes have not raised happiwomea ness levejs, Friedman said. "TV is kind of a middling The reason? Not having a activity in terms of how happy people are when they're doing close community in which to it," said Schkade, who worked engage and a lack of cooperative activities such as sports, with Arthur A. Stone, Daniel Kahneman, Alan Krueger and church or charities, he said. "It is not how much money Norbert Schwarz. Their findyou have that directly influencings have been published in Science and will be the subject es whether you are happy or of a book later this year. miserable, but rather how you think about your existence, inThe research also showed that money doesnt buy happicluding comparing yourself to other people," Friedman said. ness. "It is also the case that activiPeople with higher incomes spend much of their days doing ties like being with friends, and being deeply engaged in a hobthings they would rather not be doing, said Stone, a profesby or enjoyable work, and be- sor of psychiatry and psycholing physically active increase ' " ogy at Stony Brook University one's sense of in New York. 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