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
In today’s media obsessed society, youth is greatly influenced by advertising. For example, Marketing to kids gets more savvy with technologies is how they ,“Online games like Webkinz show ads on the site draw youth to buy the product or just to look at it for ‘money’”. Because this tactic works, the ads are an excellent at make youth to talk about this and be annoyed. In Facts about Marketing to Children, it says, “Children pack 8.5 hours of media a day’, is what the Facts about Marketing to Children says.” Because children are on the media so much it is easy for marketers to advertise and get children to buy the product. “ Anne Lappe says that when her daughter grows up, and goes to a movie, the character might have a soda or fast food.”
One of the most successful marketers is quoted in the article “Get kids to nag their parents and nag them well”(260). In the initial few sections, he discussed the present time effects of the advertising on youngsters. Through this he contend that, previously, there weren't numerous child based marketing organizations that concentrated exclusively with respect to children and have their own kids' divisions, while now, they have huge amounts of organizations that makes a whole advertising division for the
The definition of a subculture is a culture within a culture where a group develops distinctive norms and values that are different from those of the mainstream culture.
According to our textbook, subculture is “a segment of society that shares a distinctive pattern of customs, rules, and traditions.” (Schaefer, pp 69) to make this concept more understandable subculture is just a group that have different norms and value than the majority has. I think that is not easy to make a list of subcultures in this country, or even in this city (Hot Springs) Subcultures are sociological phenomena that tend to change over the time. Those changes can lead to create new subcultures and/or make disappearing the old ones. Some subcultures can be created, and some people has no choice and they born into a specific subculture.
The United States has many different cultures and smaller subcultures due to being a melting pot of different peoples of various nations, but with a predominant American culture characterized by clothing brands like Ralph Lauren, Calvin Klein, with a certain type of clothing like cowboy hats, boots, jeans, etc, along with foods like burgers, fries, and hot dogs. Since America has other cultures due to immigration you may find some that Mexican cuisine Is a part of the Texas culture. Within the United States there are smaller subcultures like bodybuilders, bikers, and the BDSM culture. Bodybuilders are defined by weight lifting, while some of the lifters scream to achieve attention. These group of individuals take appreciation in building the human physique, and display of strength, taking pride in being different from conventional society. Bikers also known as the 1% ers, are a subculture with smaller subcultures within it. They are described as hard individuals who go to dangerous venues, and doing leisurely activates on weekends. The different subcultures of bikers are, manufactured riders, sport riders, reginal riders, and activists. BDSM is a taboo subculture
Young people don’t maintain the same personality, feelings and views throughout their life. At some point in their life, which very often starts during adolescence, they start looking for their true identity. The transition into becoming a more mature person may be very exciting and very uncertain at the same time. It is a process that involves many changes shaped by the family, friends, environment, community and culture. Young people become more independent, dream of living their life the way they always wanted to, they explore the world, look for new possibilities. At the same time they still ponder their personal identity, are vulnerable and easily influenced by others. They take on new responsibilities, face new challenges and make mistakes.
The environmental makeup of the colonies was crucial in the attraction of English subcultures to America and its specific regions. Farmers had no interest or need to go to rocky New England, so consequently they settled in the “bread colonies” of the Middle Atlantic, which were full of rich topsoil and plentiful access to waterways for irrigation and the inexpensive exchange and transportations of goods. Similarly, though Virginia’s soil was not ideal for grains it was exquisite for the production of Europe’s new addiction, tobacco. Tobacco, a cheap man’s crop, was easy money, for it was in high demand and not as expensive to produce as sugar, and thus was enticing for the second sons of England, whom were unable to inherit much of value from
In most environments it is customary for the older generation to aspire to transmit values and accepted norms to the next generation. Adults take pride in the responsibility they feel to educate young people. This effort facilitates maturity and helps develop youth into successful members of the already established society. As young people mature, they become more independent thinkers and begin to evaluate the society in which they inhabit. This inspection can produce some angst in young people and concern from adults. It is in these formative moments and years that young people search for truth - not one that they inherit, but rather one they can call their own. As a consequence of this purposeful, natural, and necessary reflection, individuals
In order to change adults' attitudes about youth, we need to change our perception about the young people. We can always learn something new even from the youth! 1 For example, involving young people in developing research questions and short surveys, analyzing data and developing additional data-gathering methods and then presenting finding during symposium can improve our collaboration and understanding one another. According to Pamella Slim, developing a strong relationship with coworkers (in my case youth) and collaboration is a great way to develop ideas and successfully finish the project 2. In addition, in order to collaborate effectively with the youth verbal and nonverbal messages need to be send and receive appropriately and accurately. For example, differences in tone, verbal and nonverbal style can create hostility and misunderstanding
1. Working class subcultures- This is a range of culture created by the working class. The peasants invented it during the industrial revolution.
Subculture refers to a minority of individuals who adhere to different rules, dress codes and lifestyle choices from mainstream culture. Throughout this essay the traditional definitions of subcultures, that mainly concentrate on class and style as their main features, will be looked at and explained. It will then be demonstrated how these ways of thinking are no longer relevant to the 21st century therefore the term 'subculture ' needs to be rethought for it to be an applicable category in the 21st century.
Members of all subcultures have different reasons for being the way they are. Most are trying to escape from reality by being offbeat. These people look at things in a deeper, more engrossed way, but generally depending on the subculture, can interpret these feelings of entirety in different ways. Hipsters follow the latest trends and fashions, thinking of things in a simpler way. Goths are just like everyone else, but express themselves differently through different styles and habits. "Emotional" people are very deep-thinking people who use meditative thoughts to approach situations. Many people believe they think about these things too much, causing them to be despondent. These are just a few ways of thinking unconventionally. Many people see the members of these subcultures as impediments to the population, however this is not the case.
In today’s era of late 20th century people have adopted a vast number of different subcultures. Steampunk is perhaps one of the widely used subculture. People have used it in different means such as fashion, culture, architectural style, and art. Technologies like fictional machines have been used for this purpose. Steampunk also refers to any of the artistic styles, clothing fashions, or subcultures, that have developed from the aesthetics of steampunk fiction, Victorian-era fiction, art nouveau design, and films from the mid-20th century.(Steampunk artists meld Victorian era, science and fiction Duluth News Tribune. January 1, 2012. ) Steampunk elements has also been used in different genres like horror,fantasy,historical and speculative fiction making it hybrid genre.
Culture is the characteristics and knowledge of a particular group of people. It is learned and transmitted from one generation to the next. Culture will change as situations and the needs of people change. A school environment itself constitutes a subculture within a larger society. Each school has a culture of its own, like a minuscule society. The school culture reflects the community in which the school is located and its students’ characteristics. This will consist of the values, attitudes, beliefs, norms, and customs of those making the system. This is because of the racial and socioeconomic segregation of residential communities. A school’s culture is formed by its history context and the individuals in it. Each school has a
Initial discussions on IMC were based on definitions and theoretical understanding, and this discussion is still taking place. IMC or Integrated Marketing Communications according to Schultz (1993) combine and evaluate strategic role of diverse communications to produce a greater impact. It is a process that produces and applies different communication programs starting with the customer and work back to outline right approaches and procedures to progress throughout these influential programs. Another source sees it as a business process that aims to plan, implement and assess influential marketing communications over time. There isn’t a clear definition for it, each source rely on a different definition however according to all found IMC is identified as a strategic process. It’s composed of three main basics: consumer, channels and evaluation of performances. Consumer gives an idea of how an exchange of information affects message’s form and content. Communication channels analyze each channel in apart to