History of Advertising by Generation
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Transcript of History of Advertising by Generation
Contentto fit your Audience
Silent
Generation Baby
Boomers
1930 - 1945
The Traditionalists
GenerationX
1946 - 1960 Approx. 1960 - 1980
The « Forgotten Middle Child »
Millennials
1980 - 2000
WhatyouneedtoknowabouteachGenerationtoadjustyour
They were born between 1930 – 1945 and they witnessed a world crippled by the
Great Depression.
C o n s u m e r s d u r i n g t h i s t i m e w e r e :
F r u g a l
P a n i c k e d
S i l e n t G e n e r a t i o n
A n d s k e p t i c a l o f a d v e r t i s i n g a s “ b u s i n e s s p r o p a g a n d a ”
MORE FOOD ADSA L T H O U G H B U S I N E S S E S D I D N ’ T W A N T T O S P E N D $ O N A D V E R T I S I N G , T H E R E W E R E
W H A T C O N T E N T L O O K E D L I K E T H E N
H a r d s h i p a n d L o w I n c o m e d r o v e p e o p l e t o c o n s u m e
More TOBACCO
and Alcohol
S o a d v e r t i s i n g f o r t h e s e i n c r e a s e d .
W H A T C O N T E N T L O O K E D L I K E T H E N
They value respect and concise messages.
So use better language and avoid the “hype and hustle” (use more testimonials too)
WHAT YOU SHOULD KNOW
They are more conservative with their money
WHAT YOU SHOULD KNOW
Marketing should therefore emphasize the necessity and practical value of a product or service
s o f a m i l i e s n e e d e d m o r e
c on sumer e l e c t r on i c s , a u tomob i l e s , a n d a pp l i a n c e s .
Baby Boomers are now in their 50’s and 60’s
B A B Y B O O M E R S A R E N O W I N T H E I R 5 0 ’ S A N D 6 0 ’ S
WHAT YOU SHOULD KNOW
Boomerstendtohavehigherdisposableincomes
Theywilltryoutmoreluxuryproducts…andtheyaresavvyshoppersandconsumeristbynature
WHAT YOU SHOULD KNOW
Boomerstendtohavehigherdisposableincomes
Asaresultoftheirmoreliberalupbringing,theybrand-hopmore
Theywilltryoutmoreluxuryproducts…andtheyaresavvyshoppersandconsumeristbynature
AND MARKETERS SHOULD KNOW THAT:
T h e y w a n t t o p r o v i d e f o r t h e i r f a m i l i e s .
P r o d u c t s t h a t c a n p r o v i d e l a s t i n g m e m o r i e s a n d c a n b e h a n d e d
d o w n a r e m o s t a p p e a l i n g .
T h e y l i k e t o t a k e c a r e o f t h e m s e l v e s ( h e a l t h y f o o d s ,
e x e r c i s e , e t c ) a n d t h e y r e s p o n d t o a d s t h a t t a r g e t t h i s .
T h e y a r e f i n a n c i a l l y r e s p o n s i b l e , a n d t h e y p r i o r i t i z e p a y i n g f o r
t h e i r c h i l d r e n ’ s e d u c a t i o n , o w n i n g a h o m e , s t a r t i n g a
b u s i n e s s , a n d h a v i n g f i n a n c i a l i n d e p e n d e n c e .
T H EY A R E
CONFIDENT
T H E Y C A R E A B O U T T H E W O R L D A N D T H E E N V I R O N M E N T
A ND
THEY WANT:
Companies with strong ethnics…and marketing that helps
to make the world better
S u b s t a n t i v e c o n t e n t t h a t c a p t u r e s a m o o d a n d e x p e r i e n c e
THEY WANT:
from authority figures,
influences, and people they
trust.
Companies with strong ethnics…and marketing that helps
to make the world better
A u t h e n t i c C o n t e n t f r o m
A U T H O R I T Y F I G U R E SI N F L U E N C E R S
A N D P E O P L E T H E Y T R U S T .
THEY WANT:
Companies with strong ethnics…and marketing that helps
to make the world better
C o m p a n i e s w i t h s t r o n g e t h i c s …
THEY WANT:
Companies with strong ethnics…and marketing that helps
to make the world better
A n d m a r k e t i n g t h a t h e l p s t o m a k e t h e w o r l d b e t t e r .