Seeing as most businesses do not have any 18 year olds working for them and advising them on their marketing strategies, it is often difficult for older employees to nail down the best way to market to this particular group of consumers.  Many companies have a bad tendency to overlook teenagers when figuring out a marketing strategy, despite them being a group with a tendency to spend more of their money on material objects, meaning that this neglecting can actually be losing your business money.  As an 18 year old boy, I am drawn more to the products that have clearly been directly marketed towards me and those similar to me.