Ad Campaign Appeals To Young, Hip, Influenced-By-Ad-Campaigns Demographic

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Ad Campaign Appeals To Young, Hip, Influenced-By-Ad-Campaigns Demographic

NEW YORK—According to new market research, a multimillion dollar broadcast, radio, print, billboard, and online viral campaign launched Monday by the Axiom Marketing Agency tested "off the charts" among its target market of hip, urban 18- to 34-year-olds who base their actions and opinions entirely on the suggestions of ad campaigns. "This is exactly the type of customer we're looking to reach," said the campaign's chief strategist Ben Jacobs, 28. "It's showing tremendous impact on the cool, media-savvy rebels who distrust authority, prize alternative culture, think outside of the mainstream, and are willing to base their actions entirely on advertising images presented to them on TV. How dope is that?" The campaign, which advertises a new, youth-oriented version of Raisinets called Raisin d'Etre, is expected to make an impressive showing at the upcoming Counterculture Ad Fair sponsored by Procter and Gamble and held at the Staples Center in Los Angeles.