The two-career American household has spawned a generation of wise-beyond-their-years children with unprecedented influence over all kinds of family purchases, from food and clothes to cars and computers -- all to the tune of $120 billion in sales each year.

Want proof? Visit The Promenade mall any day of the week and you will see kids of all ages with top-of-the-line cell phones with access to the Internet, PDAs, DVDs and more. From top to bottom, these kids are covered with gadgets, clothing, perfumes, and gels from America's most aggressive marketing practitioners.

Kids are described as the hottest marketing trends of this time. Young people are enthusiastic consumers of mass media, whose main themes seem to be fame, fortune, aggression and sexuality, usually in excess, with rarely a thoughtful reflection of how to put them into proper perspective.

They're called the MTV generation.

They are also characterized by short attention spans, a desire to be the first to try new things, and the need to be totally hip.

Marketing to this group requires savvy attention to a barrage of newly introduced trends and social habits. Your mindset must be conducive to how many toys can fit in a 24-hour day. According to some, there's room for all of them.

Parents are involving their children in family decision-making more than in previous generations. Many parents are simply giving children more money to spend on their own purchases. This represents a golden opportunity for retailers.

First, we need to know how and where to market to this MTV generation. We need to put our ear to the pavement and ask. This can easily be accomplished through a focus study.

Arrange to have about 12 young people participate in a one-hour marketing quiz. For their time, offer tickets to the movies. If possible, do this every six months.

Begin preparations for your focus group by making a list of potential questions you feel provide the best insight into what others think of your products or services. Specifically, ask questions that lead to learning of their favorite clothing styles, snacks, entertainment and leisure activities.

You may consider having a young person review your questions to ensure your writing style is at the level of your focus group.

Through this exercise you will expose valued buying behaviors, such as why kids make the purchases that they make, what factors influence their purchases, and the changing factors in their environment.

You will also gain a significant advantage over your competitor by uncovering valuable opportunities to develop and implement promotions that turn a difficult selling season into a productive, profitable experience.

The MTV generation is a savvy, dynamic market. Learning what, where, and when you offer your products and services can play an important role in you sharing part of that $120 billion in annual sales.

Kenneth Dodd of Temecula is a marketing consultant and a regular columnist for The Californian. E-mail: kdodd@finaltouchmarketing.com.