Female demographic Gen Y Advert

This is an advert for Britney Spear's fragrance "Radiance"

Following EKB Model:

The advert immediately captures the consumers by immediately exposing them to the scenario played out in the advert as it starts with Britney Spears hiding from the paparazzi.

The advert uses a blend of black and vibrant purple and blue colours to grab the attention of the viewer while also linking it to the product itself. The use of instrumental music rather an a song also evokes a sense of class and style that the viewer may pick up on as the trailer progresses. Using the soft voice of Britney also attempts to lure in the viewer.

Again the comprehension is aided by the title and image of the perfume as well as a soft voiced male voiceover describing the perfume and is finished with Britney saying "choose your own destiny" which is an attempt to interact with the viewer.

Male demographic Gen Y Advert

This advert is for Call of Duty: Modern Warfare 3 debuted just over a year ago.

Following EKB's model:

At the beginning of the trailer it immediately grabs the consumers attention by showing a 3D globe and zooming in on New York City exposing them to the contents straight away.

It proceeds to grab the attention of the consumer by highlighting "The Noob" and "The Vet" which is further embodied by the actors themselves who are high profile in the film industry (Jonah Hill and Sam Worthington). It also keeps the consumer focused by using a loud rhythmic song "Shoot To Thrill" by ACDC which has sprung back into popularity following its inclusion in the recent film "Iron Man 2".

The comprehension of the trailer comes at the end when the title card "Call of Duty: MW3" is revealed followed by a voice over which helps the consumer establish the connection between the action displayed in the trailer to the game being mentioned.

Timeline

• 1981. 04.11 Racial tensions spark riots in Brixton and other areas
• 1981.06.24 Humber Bridge opens, the longest single-span bridge in the world
• 1981.10.03 Hunger strike by Republican prisoners ends after ten deaths
• 1982.01.26 Economic recession leads to high unemployment
• 1982.04.02 Argentina invades the British territory of the Falkland Islands
• 1983.0610 Conservative Prime Minister Margaret Thatcher is re-elected by a landslide
• 1984.03.12 12-month 'Miners' Strike' over pit closures begins
• 1984.10.12 IRA bombers strike at the Conservative conference in Brighton
• 1986.12.08 Major national industries are privatised
• 1987.06.11 Conservative Prime Minister Margaret Thatcher wins a third term
• 1989 Tim Berners-Lee invents the World Wide Web
• 1990.03.31 Introduction of new local taxes sparks 'poll tax' riots in London
• 1990.11.22 Margaret Thatcher resigns and John Major becomes prime minister
• 1991.01.17 Liberation of Kuwait begins as Allies launch Operation Desert Storm
• 1992.04.09 Conservatives win the general election, returning John Major as prime minister
• 1992.05.06 Channel Tunnel opens, linking London and Paris by rail
• 1992.09.16 'Black Wednesday' forces withdrawal of sterling from the ERM
• 1994 First women priests are ordained by the Church of England
• 1997.05.01 Labour wins the general election, with Tony Blair as prime minister
• 1997.07.01 Britain hands Hong Kong back to China
• 1997.08.31 Diana, Princess of Wales, dies in a car crash in Paris
• 1997.09 Scotland and Wales vote in favour of devolution
• 1998.04.10 Good Friday Agreement establishes a devolved Northern Irish assembly
• 1999.01.01 Britain decides not to join the European Single Currency
• 2001.09.11 Twin towers bombings affects the world

Social Network Usage

Facebook Statistics & Gen Y

• Group/Affiliate oriented – They are a very group oriented generation.  What I mean by that is they are exposed to so many different choices and groups to choose from.  Look at Facebook, there are thousands of different choices of groups to choose from and if you’re on Facebook, you’re probably in a bunch of these different groups.  According to Facebook the average user is in 12 groups.
• There are many different groups on Facebook, but also are exposed to these groupings in media.  For instance the Mac vs. PC commercials.  Many Millenials place themselves into either group.  Mac users are very proud of the Apple brand.  You see them flaunt around their Mac Books, put Apple stickers on their hybrids, etc..Apple has built a brand and has brilliantly sold the Generation Y.
• Some other examples of this grouping of people are: iPhone vs. Droid, X-Box vs. PS3 vs. Wii. They also are grouped by things such as blogging and niches. 
• They know when they are being sold to or given genuine advice.  They know how to differentiate a faked YouTube for marketing publicity than a real genuine viral YouTube video.
• They are sharing so much more about every detail of our lives than ever before.  Practically all their information is becoming transparent for everyone to see.  There are BILLIONS of Facebook pictures up, all their information about what they like, constant updates about what they are doing at this exact moment through tweets and status updates. They let people know when they are sleeping, what they are eating, if they have a headache.  They provide our information on Facebook such as their political or sexual affiliation. Generation Y, are leaving nothing to hide and it is almost impossible to hide.
• They are also beginning to realize the importance of doing what they love and helping others.  They as a Generation are focusing more on our passions instead of focusing on paychecks and money.  They are beginning to realize that money is not so important, that doing what they love everyday is what really matters in life.  A recent study done at UCLA showed that 66% of the incoming freshmen class reported it is “essential or very important” to help others.  This is the highest it has been in 25 years.  They are working and doing what they believe in and it shows by better work.  Since they are focused on helping others, they are changing the world for the positive.
• They rely more on computer entertainment than our televisions.  They go to YouTube or Hulu instead of turning on the TV.
• They communicate through texting, IM’s, e-mail, Twitter, Status updates, E-Mail, instead of going direct face to face contact or even talking over the phone.

Gen Y and Facebook

The best media for collecting customer researches are...

Because Generation Y is an age range that is primarily dependent on the use of internet and modern technology research conducted on this generation is going to have the most success if done through online questionnaires/surveys and a well structured text message. There are also other forms that would be useful to get information such as:

• Although magazines are being phased out as everything shifts to an internet based form they still prove quite popular with Gen Y who like something to read every now and then on buses, trains etc.
• Loyalty cards while focused more at an older generation still offer the opportunity to get into the mind of a Gen Y'er as stores other than supermarkets adopt them.
• Facebook and Twitter will probably provide the wealthiest amount of research data as that is where the most interaction happens between Gen Y'ers.

Core values and why we should worry about Gen Y

Generation Y have a variety of shared values which resonate through the entire generation:

• They value your skill and ability rather than your position in society.
• Control and command management doesn't match their mind-set
• They are focused on their potential and dreams and don't see the point in working if it will not help them achieve their goals
• They like to share and enjoy forms of responsibility and so excel well under a teamwork orientated environment.
• They are advocates of Corporate Social Responsibility (CSR)

Why worry about Gen Y?

• They are predominately online focused using social sites such as Facebook and Twitter on an hourly basis.
• Compared to any other generation they have been indulged with the luxuries that advancements in technology have given them.
•  They are more socially converse than most other generations
• They operate at a higher speed than other generations especially when it comes to technology.

Age and it's relevance

A cohort is a group of people who share a common characteristic or experience within a defined period. 

• A consumer's age exerts a significant influence on his/her identity.
• Marketers target specific age cohorts in relation to their product or brand.
• Our possessions let us identify with others of a certain age stage.
• The 'youth' market often represents rebellion (against authority normally)
• Has roughly $100 billion in spending power.

Four basic conflicts common among all teens:

• Autonomy versus belonging
• Rebellion versus conformity
• Idealism versus pragmatism
• Narcissism versus intimacy

Getting to know Gen Y

• Echo Boomers = Millennials = Gen Y
• They make up one-third of U.S. population (So it is quite a large number)
• Spend $100-170 billion a year.
• First to grow up with computers in their homes as well as a 500-channel TV universe.

Four general rules of engagement when in contact with Gen Y

1. Don't talk down to them
2. Don't try to be something you aren't
3. Entertain them. Make it interactive and keep the sell short.
4. Show that you know what they're going through but keep it light.

The university market is generally a very attractive market as many students have extra cash and a lot of free time they also haven't developed a strong brand loyalty at this stage in life. While the market is attractive to marketers it is also a hard market to reach via conventional media methods. 

Some useful techniques are:

• Online advertising
• Sampler boxes
• Wall media
• Promotions

Some ways to research the youth market are:

• "Coolhunters" are kids who are developed in major markets that report to firms on the latest trends.
• Developing innovative ideas that will tap into the mind of a teenager.

Important things to note about the youth market is that they are simply "consumers-in-training" because their brand loyalty has a strong development through adolescence and they influence a majority of family purchase decisions.

Buyer Behaviour

Consumer Buying Behaviour

There are many models of consumer buying behaviour, but the steps below are fairly common to most of them.

	The customer identifies a need	This is often initiated by PR coverage, including word of mouth. The customer may have seen a friend or celebrity using a product or service, or awareness may have been sparked off by advertising.
	Looking for information	At this stage the customer wants to know more and is actively seeking information. Advertising and PR are still important but product demonstrations, packaging and product displays play a role. This is the time to deploy your sales personnel, and customers find videos and brochures are useful. Word of mouth is still very important.
	Checking out alternative products and suppliers	The customer is now trying to choose between products, or firm up on the purchase decision. This is a place for promoting product guarantees and warranties, and maximising packaging and product displays. Sales personnel can greatly influence the customer at this stage and sales promotion offers become of interest. Independent sources of information are still of interest, including product test reviews.
	Purchase decision	This is the time to 'tip the balance'. Sales promotion offers come into their own, and if appropriate, sales force incentives need to ensure that your sales personnel are incentivised to close the deal.
	Using the product	Expensive purchases can lead to what is known as cognitive dissonance - a fear that the customer has not made the right decision. Your job is to reassure the customer by offering good customer care, simple instruction manuals and loyalty schemes. They should still be exposed to testimonial advertising to reassure them that they have made the right decision.

EKB Model

Each box in this model of consumer behaviour represents a variable that may influence behaviour. The arrows connecting boxes describe the relationships between the variables as well as emphasising that the consumer behaviour is a dynamic ongoing process.

The general public is continually exposed to stimuli, a stimulus represents anything but is generally inherent in the environment. It has the potential to trigger some kind of behaviour and in terms of marketing can be used by putting together and controlling a set of stimuli intended to influence consumer buying behaviour.

Stimuli provide information that consumers must process. This task includes exposure, attention, comprehension and retention. Exposure refers to a stimulus reaching one of the senses while attention indicates on which of these stimuli the consumer will focus. Comprehension is the process by which consumers attach meaning to a stimuli. Just because a consumer is attentive toward a marketing offer doesn't mean the offer will be seen as intended, retention refers to the memory process that determines which of the many stimuli that have gone through the initial three stages of consumer information processing will be remembered as not all stimuli will be retained in memory.

Consumer Values

Values

In the area of marketing and consumer behavior, value research has been heavily influenced by the theoretical and operational contributions of Milton Rokeach. "To say that a person 'has a value' is to say that he has an enduring belief that a specific mode of conduct or end-state of existence is personally and socially preferable to alternative modes of conduct or end-states of existence" (Rokeach, 1968)

They are the ". . .cognitive representations and transformations of needs" and provide the criteria or standards by which judgments are made (Rokeach, 1973)

Rokeach, as well as a large number of other value analysts, contend that values exist in a hierarchical, interconnected structure. That is, while all values are important and linked together, some values are more important than others. 

when college students are asked to rank-order the Value Survey, many complain that certain values "clump together" and these value "clumps" take on differential importance. "It is the rare and limiting case," Williams suggests (1968), that ". . .a person's behavior is guided over a considerable period of time by one and only one value . . . more often particular acts or sequences of acts are steered by multiple and changing clusters of values."

VALUE

A belief that one condition is preferable to its opposite

VALUE SYSTEM

Rankings of importance of values in a culture

ENCULTURATION

Learning beliefs and values endorsed by one’s own culture

ACCULTURATION

Learning the beliefs and values endorsed by another culture


Cultural values such as security or happiness, consumption-specific values such as convenient shopping or prompt service and product specific values such as ease of use and durability affect the relative importance that people in different cultures place on possessions. However such a distinction may border on abusing the value concept because it is normally taken to represent the most general level in social psychological heirarchy.

Statistics referring to Generation Y

Brand awareness

• 66% would look up a store after learning their friend had checked in. (Mr Y)
• 43% have liked more than 20 brands on Facebook. (Mr Y)
• 65% report researching the next model for their current product, immediately after making a purchase (Mr Y)
• 71% report having liked a brand on Facebook just to receive an offer (Mr Y)
• Social Media
• 91% make their Facebook Places and Foursquare check-ins public. (Mr Y)
• 52% have over 300 friends on Facebook. Top 10%, over 1,000. (Mr Y)
• 58% use Twitter “all the time” (Mr Y)
• 40% visit Facebook more than 10 times per day. (Mr Y)
• 73% only consider someone a “friend” if they have hung out in person. (Mr Y)
• 76% spend over an hour on Facebook every day (Mr Y)

Gadget Ownership

• 89% own a laptop (Mr Y)
• 96% of undergraduates owned a cell phone in 2010, vs. 82% of the adult population.
• The vast majority of undergrads possessed a laptop and an iPod or MP3 player, too, at 88% and 84%, respectively. (PI)
• Adults younger than age 30 are more likely than those age 30 and older to own a cell phone—93% of young adults own cell phones compared with 80% of their older counterparts. (PI)
• Nearly seven in ten (69%) teens ages 12-17 have a computer (PI)
• Nearly four in five teens (79%) have an iPod or other mp3 player (PI)
• 80% of teens between the ages of 12 and 17 have a game console like a Wii, an Xbox or a PlayStation. (PI)
• Over one-quarter of students listed their laptop as the most important item in their bag—almost three times the number of students who chose textbooks. (CS)
• Among student tablet owners, 86% believe tablets help them study more efficiently, and 76% said tablets help students perform better in class. (CS)
• 62.7% of US undergraduates surveyed had an internet-capable handheld device. (CS)

Technology usage

• 67% access Facebook from their smart phone (Mr Y)
• 59% visit Facebook during class (Mr Y)
• 40% use Pandora (Mr Y)
• 73% earn virtual currency (Facebook Credits (36%), Farmville Cash (25%) and Microsoft Points (17%) rank among the most popular.) (Mr Y)
• 75% upload photos via mobile (Mr Y)
• 80% use 2 or more devices simultaneously while watching TV (Mr Y)
• 93% of teens with a desktop or laptop computer use the device to go online (PI)
• 21% of teens who do not otherwise go online say they access the internet on their cell phone. 41% of teens from households earning less than $30,000 annually say they go online with their cell phone. Only 70% of teens in this income category have a computer in the home, compared with 92% of families from households that earn more. (PI)
• Only 5% plan on buying a PC, 1% use Gowalla, 12% use foursquare, and only 13% of incoming freshmen plan on getting a cable TV package.
• 38% of students surveyed said they could not go more than 10 minutes without checking their digital device—about the time it takes to walk to class. (CS)
• 62% of youth brand and technology decisions are influenced by friends and family (MY)

Mobile phone usage

• 75% of 12-17 year-olds now own cell phones. (PI)
• 75% send over 20 text messages per day (Mr Y)

While they are more likely to share photos of themselves (84%), their sexual orientation (69%), and relationship status (78%), they are still very unlikely to make their physical location, what products they have purchased, or their mailing address public. (Mr Y)

More info on how to appeal

• Buzz Marketing / Word of Mouth: Young people are very open and vocal about a product or service they see as useful and innovative and will not hesitate a bit to tell their friends. Buzz marketing can be a commercial that a GEN Y'er saw on TV/Youtube that was hilarious and it had some memorable slogan or quote, or it could be an interesting product name, or it could be totally something created in a GEN Y'ers mind from personal use of that product or service.
• Creating fresh and innovative products or services:  GEN Yers expect unique creations that stretch their imaginations to new heights and offer the creativity of new technologies we are used to seeing and envisioning in our everyday lives. GEN Yers also expect simplicity of use and function, but at the same time something out of this world.
• Style/Image Branding: Style and image are everything when it comes to product buying by GEN Y’ers. If a new product or service is not deemed cool or something they can tell their friends about the next day, then that product has lost a chance to make that very important first impact on a young person. GEN Y’ers can either be brand loyal or fickle, so companies must regularly ensure that the way they design and package new products fit in the realm of what GEN Y’ers expect. GEN Y’ers expect sharp, creative, and innovative styles and creations.
• Marketing in the right areas:  Most young people spend countless hours and days in front of their computer, at the mall, and in the movies. So placing ads before popular youth market films will reach the GEN Y audience very well. It is important that any ads speak the language of young people.  Unique and funny ads are essential for creating buzz for a new product or service and giving something young people can tell their friends about. 

Some more basic info

Gen Y is an “experience” culture.  They do not want to be told what to like or what to do.  They want to experience the world for themselves and pass their own judgment.  They love to be in the trenches of life, and they want to be there with their friends:

·         Concerts

·         Extreme sporting events such as Skateboarding, Snowboarding and BMX.

·         Movies

·         Video games and video game competitions (Cyber Athlete Professional League, GameCaster, Global Gaming League)

·         Social networking sites (Facebook, MySpace, Second Life, del.icio.us, DIGG)

·         Tattoos

Some Characteristics of Generation Y

Born in the mid 1980s onwards with numbers estimated as high as 70 million, Generation Y (also known as the Millennials) is the fastest growing segment of today’s workforce. 

Common traits of Generation Y:

• Tech-Savvy: Generation Y has grown up with technology and rely on it to perform their jobs to a better standard. Armed with smartphones, laptops and other gadgets, Generation Y is plugged-in 24 hours a day, 7 days a week. This generation prefers to communicate through e-mail and text messaging rather than face-to-face contact.
• Accommodates for social life: The fast-track has lost much of its appeal for Generation Y who is willing to trade high pay for fewer billable hours, flexible schedules and a better work/life balance. While older generations may view this attitude as narcissistic or lacking commitment, discipline and drive.
• Achievement-Oriented: Nurtured and pampered by parents who did not want to make the mistakes of the previous generation, Generation Y is confident, ambitious and achievement-oriented. They have high expectations of their employers, seek out new challenges and are not afraid to question authority. Generation Y wants meaningful work and a solid learning curve.
• Team-Oriented: As children, Generation Y participated in team sports, play groups and other group activities. They value teamwork and seek the input and affirmation of others. Part of a no-person-left-behind generation, Generation Y is loyal, committed and wants to be included and involved.
• Attention-Craving: Generation Y craves attention in the forms of feedback and guidance. They appreciate being kept in the loop and seek frequent praise and reassurance. Generation Y may benefit greatly from mentors who can help guide and develop their young careers.