Topics: Advertising, Generation Y, Target market Pages: 8 (3254 words) Published: January 14, 2014
Promotional communications is currently going through a revolution in media in regards to generational characteristics of segmenting audiences and technological advances. I believe these are the biggest problems facing advertising today and for the decade ahead. First, I will go into generational characteristics and what problems they constitute. For the older World War II generation, ages 75 and up, they respond to traditional advertising of television, paper magazines, newspapers, and so forth. Very little are reached through social media and advertising with new technology. They do not spend as much money as the other generations. They currently hold 43 percent of the four generations in America, which is huge. Most of them are not in the workplace anymore. What does this mean for advertisers? It means that they will have to do more segmented advertising or because of cost pick which generation to target. If they choose to advertise with traditional advertising they will be mostly be grabbing the this older generation, about possibly half of the Boomers, and smaller percentages of the X’s and Millennial’s. For the Baby Boomers, ages 48 to 76, their generation is split in between parents becoming empty nesters and retirees. For the empty nesters they are still working and spend a lot of time building their lives yet. For the retirees, they are enjoying their every day being Sunday and get to pick up activities they always dreamed of doing still feel young enjoying working and doing projects. This is when most people reach real self fulfillment in their lives or at least seek it out. This is the least problematic generation for advertisers because they will still respond to traditional advertising and different media advertising. They enjoy spending money and like to be advertised to. As for Generation X’s, who are the smallest generation of the ages 35 to 49, are worked hard and impacted greatly by the latest recession. They are not as freely of spending money and do not spend as much time in front of the television, read magazines, or newspapers. They do not like to be advertised to. They display rebellious qualities making it difficult to reach them. They also are more educated as a whole making them more difficult to “trick” into advertising, but they are also under employed. Grabbing this markets attention will be more costly in finding ways to get them interested and tolerate the messages, but also finding alternative ways to reach them. Generation Y or the Millennial's, range from ages 18 to 35, and they are the savviest most diverse of all the generations. With them being even more educated as a whole than previous generations, and being so diverse this makes segmented marketing so important, yet so problematic for advertisers. They are also very selective of what they want to hear and see. They are more likely to reject a message then to accept it. If they are not given the option to reject the message they will tend to reject it anyway. Technological advances are separating the generations in terms of marketing and advertising. They must find ways to advertise the generations based on how they use and accept technology. Because all of the generations use technology differently they face the problems of all the different uses, ways to send the messages, all while getting as much attention and retention as possible. Adios mass, traditional, and generation advertising. Welcome to a mangled mess of communication channels to consumers who don’t want to get the message anyway. My thoughts on “creatives” and “business types” are that you can’t have one without the other. The creative people believe they should build brand image, personality, and emotion in advertising and they are right. Advertising absolutely cannot be effective without the creative minds and getting inside the consumers heads emotionally creating wants and turning them into needs. The business types must know that most consumers buy off of...
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