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Marketing Communication Mix Pickton and Broderick (2001) cite Kotler et al. in defining IMC as "the concept under which a company carefully integrates and co-ordinates its many communications channels to deliver a clear, consistent and compelling message about the organization and its products" (p.16) Consumers all over the world became more demanding and accurate in their choice. It has sharpened the competition between the companies, making the latter fight severely for their existing and potential customers. Therefore, it is absolutely necessary to identify significant problems that might be an obstacle in communicating with young people from Europe to be able to work out successful marketing campaigns. The growing importance of …show more content…

Therefore, they have a different impact on the consumer. This is why it is so important to evaluate the possible outcome from using specific types of communication programs. Several alternatives should always be thought over. According to many researches and articles (mentioned in the reference list) young people become very sensitive, meaning that they deeply feel any failure and are very much afraid to make a mistake. Moreover, they become more individualistic and aspire to be distinguished among others, to show bright personality rather than conform to set standards. Such interesting conclusions make marketers think thoroughly how to offer certain information to youngsters, appealing to their deepest senses. For example, considering the desire to be not like others, to be peculiar, it is reasonable to emphasize, "free choice, flexibility, and individual approach" in the commercials or advertising slogans of clothes stores. As for failure concerns of young people, it is the best to address to them an issue of fearlessness to be themselves, to react to any situations the way they want to, regardless any judgments. Those are just the examples of possible solutions inculcated in marketing communication programs aimed for young people across Europe.
However, the problem is very deep to bid solely on the internal values that are changing. The reasons stated below are analyzed from various articles on young people 's attitudes and the relevant case

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