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Advertising For The Ages
- 1. ADVERTISING FOR THEAGES: ! TIPS FOR MARKETING TO MULTIPLE GENERATIONS
- 2. “Understanding different age groupsmakes advertising to them more effective, because marketers can determine what will appeal to the majority of these consumers, and narrow down the target audience drastically.” Rebecca Howell “Market Segmentation: The Importance of Age Cohorts”
- 3. NRF FOUNDATION! Research indicatesthat generational differences define consumers’ attitudes and, ultimately, their buying behavior.
- 4.
- 5. When you wereborn determines the momentous events, social trends, economic conditions, and cultural norms you experience as a young person.
- 6.
- 7. ! 1950: ‣Cold War heatsup when United States convicts communist spy Alger Hiss of perjury ‣Truman orders development of hydrogen bomb ‣United States enters Korean War ‣FCC licenses first color television broadcasts ‣“Great Appalachian Storm” ravages 22 northeastern states, killing 323 people ‣Peanuts debuts in seven newspapers
- 8. 1963 • George Wallacebecomes governor of Alabama • Betty Friedan publishes The Feminine Mystique, launching the Women’s Movement • The Beatles release their first album, Please Please Me • U.S. Postal Service introduces ZIP Codes • Coke unveils TaB, the first diet cola • Martin Luther King delivers “I Have a Dream” speech • President John F. Kennedy is assassinated
- 9. ! 1972! ✓ President Nixonvisits China for eight days ✓ Nixon re-elected as the Watergate Scandal breaks ✓ U.S. ground troops leave Vietnam ✓ Atari kicks off video game craze with launch of Pong ✓ Apollo 17 is last manned mission to the moon ✓ Wallace is shot ✓ The Boston Marathon allows women to officially compete
- 10. 1987• Dow Jonescloses above 2,000 for first time • DJ drops 22.6 percent on “Black Monday” (remains largest one-day decline) • Second “Unabomber” bomb explodes • “Baby Jessica” rescued after falling into a well • Prozac approved • Tower Commission blames President Reagan for Iran- Contra affair • World population reaches 5 billion
- 11. ‘01 • September 11attacks • George W. Bush becomes president • First self-contained artificial human heart implanted • U.S. Patriot Act becomes law • Enron files bankruptcy • Timothy McVeigh is executed for Oklahoma City bombing
- 12. MILESTONETHE 21ST CENTURY marks thefirst time in history that members of four separate generations make up the U.S. workforce
- 13. F A TC The agegap between the oldest and youngest workers in America is wider than ever—and likely to continue growing.
- 14. Four Generations SilentGeneration 1925- 1945 Baby Boomers 1946 - 1964 Generation X 1965 - 1980 Generation Y 1981 - 2000
- 15. SILENT TIME MAGAZINE 1951: “GRAVEAND FATALISTIC”
- 16. Lacking Conviction* *or soit seemed
- 17. Having grown upin the wake of World War II, many people in this generation refrained from voicing unpopular beliefs for fear of being considered subversive.
- 18. Perhaps more thanany generation since, the Silent Generation considered adulthood a privilege—one that comes with a price. Paying Dues
- 19. job security Unlike theirparents who might have dreamed of traveling the world or amassing corporate empires, the Silent Generation had simpler aspirations.
- 20. Midlife Crisis In thelate 1970s, companies responded to an economic recession and high inflation by laying off workers in droves.
- 21. Whether because they areleading longer, healthier lives or lacking the financial resources necessary to stop working, many older people are putting off retirement.
- 22.
- 23. ? QUESTION THEORIES Maybe World WarII left the Silent Generation weary of fighting on any front. Why do those who risked their lives fighting wars to protect democracy abroad seem loath to press for equal rights at home? Perhaps Time was correct and the Silent Generation avoids speaking out for fear of being labeled as un-American. Or maybe the Silent Generation is not really afraid to speak up on civil rights issues—maybe its members simply like things the way they used to be.
- 24. In an Americansociety that increasingly appreciates cultural diversity, the Silent Generation seems highly intolerant.
- 25. Intentionally or not, membersof this generation continue to use demeaning and bigoted language, employ gender and racial double standards, and show deference to white males.
- 26. Market to theSilent Generation using themes that feature active lifestyles. Avoid stereotypical images of older consumers and references to “seniors.” ! ! Source: Williams, K. C. & Page, R. A. (April, 2011). Marketing to the Generations, Journal of Behavioral Studies.
- 27. Highlight traditional American values suchas hard work, self-discipline, respect toward authority, responsibility, patriotism, and financial conservatism.
- 29.
- 30. “You deserve it.” =permission to spend their money
- 31. The largest generation, BABYBOOMERS make up 50 percent of the U.S. workforce.
- 32. 80M I LL I O N
- 33. From crowded elementaryschools to depleted retirement funds, the Baby Boomer generation’s size has burdened institutional infrastructures for decades.
- 34. Baby Boomers are thegeneration of television, assassinations, The Beatles, the Vietnam War, moonwalks, and the sexual revolution.
- 35. Unlike their “silent”parents, Baby Boomers were not afraid to challenge cultural norms.
- 36. ! waged warat homeagainst Whereas the Silent Generation fought a war abroad to protect freedom, Baby Boomers the people and policies that limited that freedom.
- 37. “Change Agents” ! CivilRights bills passed ! U.S. involvement in Vietnam War ended ! Legislation enacted barring discrimination on the basis of race, gender, religion, national origin, sexual preference, physical ability, and age ! Movements to stop polluting the earth and to start conserving it instead ! Employee-focused policies, procedures, and regulations prevalent in most business organizations today
- 38. These former crusaders wentto work, putting in long hours and chasing salaries that would allow them to improve on their parents’ lot.
- 39.
- 40. In the twentyyears following the Boomers’ entrance in the workforce, the annual amount of time Americans spent at workincreased an average of one full month.
- 41. “The Sandwich Generation” Boomerswho care for older children as well as aging parents.
- 42. discretionary income and time! idealmarket for high- end goods and services
- 43.
- 44. BOOMERS TELL THEM but don’t MAYBE AGING
- 45.
- 46.
- 47. Boomers may havetraded marching on Washington for walking for a cure, but they’re still looking for ways to make a difference.
- 48. “We need you.” =you are still relevant
- 49. Gen Xers inherited theirBoomer parents’ social rubble (i.e., no-fault divorce, staggering debt, anti-American sentiment abroad, etc.)
- 50. Generation Xers wereborn into a culture in which birth control and abortion became prevalent —and children were seen as avoidable or disposable. Wanted
- 51. Gen Xers witnessedWatergate, the Challenger explosion, the Chernobyl disaster, the Iran hostage crisis, and the rising gap between rich and poor.
- 52. I want my Musicvideos, personal computers, the Internet, the women’s liberation movement, and AIDS all proliferated during their lifetime.
- 53. Attributes: skeptical; fiercely independent; technically competent;comfortable with diversity, change, and competition
- 54. The most ignored childrenof any generation.
- 55. Whereas the IndustrialRevolution drew fathers outside the home to work, Gen Xers probably grew up in households in which both parents held jobs. HOME ALONe
- 56. EXGENERATION 40 percent ofGen Xers grew up in broken homes
- 57. ME i t ’s a l l a b o u t
- 58. 56 percent ofGen Xers are married, and 49 percent have children at home. In other words, the “me generation” is entrenched in the American Dream. ! Source: Randstad, 2008 World of Work Survey
- 59.
- 60. Technology is both ablessing and a curse – employers expect Xers to work anywhere and anytime, because they can.
- 61.
- 62. Gen Xers “canbe unsure of themselves and often need reassurance that their choices are sound.” Williams, K. C. & Page, R. A. Marketing to the Generations, Journal of Behavioral Studies in Business
- 63. DIYGen X womenare the largest audience for home improvement television shows. ! ! Williams & Page
- 64. Educate them intobuying. ! ! • avoid slick marketing • use straightforward language • be honest and candid
- 65. “You’re in charge.” =you’re still in charge
- 66.
- 67.
- 68. 85Percent of HRexecutives who feel that millennials have a stronger sense of entitlement than older workers do. -CareerBuilder.com
- 69. The September 11terrorist attacks, Columbine high school massacre, and Katrina all happened in their lifetime; yet they tend to be optimistic about going to college, making lots of money, and being famous.
- 70. Other words used todescribe Gen Yers ! Sheltered ! Spoiled ! Impatient ! Disrespectful ! Blunt ! Diverse ! Thin-skinned ! Wanted
- 71.
- 72.
- 73. ySol e f∅rwh√ In 1968, 18 percent of American college freshman had achieved an A average in high school. ! By 2004, that figure was 48 percent. ! During that same period, SAT scores decreased. SOURCE: Twenge, J. M. (2006). Generation me: Why today’s young Americans are more confident, assertive, entitled—and more miserable than ever before. New York: Free Press.
- 74.
- 75.
- 76. thx for theiview! i wud to work 4 u!! :)
- 77.
- 78.
- 79. Striving to befriends with their children, parents give kids significant influence in family decision-making.
- 80. “Single-race ads wouldseem unnatural to this multi-ethnic generation.”! Williams & Page
- 81. Gen Y shoppersrespond best to new products and services.
- 82. “Your friends buythis.” = you can be a cool kid, too
- 83.
- 84. To convince SilentGeneration consumers to make a purchase, stress practicality and necessity. Waste not, want not. SOURCE: NRF Foundation! “Across the Ages: Generational Impact on Spending”
- 85. Thrifty Boomers Nearly athird of Baby Boomers say they only buy clothing when it’s on sale, more than any other cohort. SOURCE: NRF Foundation! “Across the Ages: Generational Impact on Spending”
- 86. 23percent of GenXers consider the latest trends and styles personally important SOURCE: NRF Foundation! “Across the Ages: Generational Impact on Spending” ONLY
- 87. ! ! Over 20 percent ofGen Yers consider sales unimportant when considering clothing purchases. Price is no obstacle SOURCE: NRF Foundation! “Across the Ages: Generational Impact on Spending”
- 88.
- 89. While some generational traits remainconsistent, others change with age.
- 90. 12 years old in2015? IMAGINE:
- 91. •Generation Z •The “Selfie”Generation •Gen Wii •The 20firsters •The iGeneration •The On-Demand Generation •Generation Text •The Swipe Generation •Generation Wannabe •Hashtaggers Naming the next generation
- 92. ADVERTISING FOR THEAGES: ! TIPS FOR MARKETING TO MULTIPLE GENERATIONS