Marketing to Millennials: How to Capture Gen Y Consumers, Book Review Example

Chapter 1 Question1: Discuss how integrated marketing communications differs from traditional advertising and promotion. What are some of the reasons more marketers are taking an IMC perspective to their advertising and promotional programs?

Integrated marketing communication is different from traditional advertising and promotion, as it aligns and synchronizes different promotion methods to communicate the same message to target customers through various channels. The comprehensive plan provides companies with added value, and creates competitive advantage for clients. Further, companies can build a consistent brand image on the marketplace, due to the integration of marketing communication methods.

Many companies chose the integrated marketing communication approach to have control over all promotional activities. However, other firms realized that this method can help identify the most effective communication channels and messages. IMC also can be viewed as a part of the company’s communication strategy, and it is suitable for building a strong brand through consistent messages.

Chapter 2 Question 4: Recently, some marketers have noted that it is easier to develop communications programs to Generation X members than Generation Y. Briefly describe the characteristics of Gen X and Gen Y and whether or not you believe this to be true.

Communication patterns preferred by Generation Y are buzz marketing, (born after 1977), as they consider themselves trend setters. This market segment is less experienced than Generation X (born between 1976 and 1976). It is harder to promote for Generation Y as they consume messages from various channels.

According to Fallon (2014), timing is important when creating marketing campaigns for Generation Y customers, while Generation X members still respond to traditional advertising messages.  Gen Y members face different forms of advertising every day, and they have learned to filter out information.

Chapter 3 Question 2: Discuss the pros and cons of using an in-house agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

Creating an in-house agency would help the company control operations and will provide better options for collaborating with various departments while setting up campaigns. The agency can be successful, as employees would have a greater knowledge about the organization’s goals. The agency that is in-house can make decisions on which services to choose directly. However, employing an outsider expert marketing agency would benefit the company more in terms of market experience. It is also hard for in-house agencies to manage multiple brands and campaigns, and it can become costly.

Companies that grow rapidly might find the in-house agency impractical and decide to allow a marketing firm handle the processes. Further, the experience and competency of in-house workers might not be equivalent to the shared knowledge of an outside marketing firm.

Chapter 4 Question 1: Explain how a consumer’s lifestyle may impact consumer behavior.

In order to create an integrated marketing communication plan, marketers need to understand how customers make purchasing decisions, and what makes them prefer one product over another. For example, a man with a wife and three children will certainly not consider a 2-seater car, but would like a spacious and safe automobile that is a good value for money, and reliable. Likewise, a Generation Y member who goes out every weekend with his friends will prefer using a credit card over cash. The lifestyle of the customer will define their needs and priorities, and therefore determine their buying behaviors.

Marketers need to understand how customers make buying decisions, and for that they must study their preferences. Psychology and anthropology are often used to understand customers better and learn what their stimuli are. This way, they can tailor marketing channels and messages to the lifestyle of the target customer. For example, TV ad slots for when customers are watching, or banners on websites they are most likely to visit.

Chapter 5 Question 3: Discuss how marketers of low-involvement products such as soft drinks or paper towels would use various IMC tools differently than a marketer of a high-involvement product such as a personal computer or automobile.

In the case of low-involvement products, customers take less time to make a purchasing decision. Therefore, on a highly saturated market, it is important that marketers will have to create a strong brand loyalty in order to ensure that customers stick with the same item when going shopping. Keeping the brand’s image and name in the customer’s head is important.

In the case of a high-involvement product, however, it is important that marketers will focus on analyzing customers’ cognitive decision making process. If the customer has to pay thousands of dollars for a new car, they will carefully consider options, and take their time to make a final decision. The benefits of the product are not as straightforward and obvious, therefore, many customers choose to do a thorough research. In order to accommodate customers’ need for knowledge, marketers have to provide them with the information they are most interested in through using the effective reach model.

Chapter 6 Question 2: Discuss the ethics of celebrities endorsing products in foreign countries but not in the United States to protect their image. Do you think celebrities hurt their reputations by doing endorsements and/or appearing in ads? Why or why not?

Celebrities can choose to promote products in foreign countries but they might not want to be associated with the brand in their own country. This approach is plainly about money: they get paid for the endorsement, but would not put their face next to for example a toilet roll in the United States. Celebrities might need to change their style when appearing in commercials abroad, for example in Japan, and this would certainly affect the integrity of their image.

Celebrities do not hurt their reputations when appearing in ads, provided that they are related to the product, and they believe in it. The main ethical problem occurs when a celebrity appears in advertisements just to earn extra money. The product needs to be relevant,  but – again – it is hard to know whether or not the celebrity praising the brand ever used it at all. Of course, some celebrities would promote a Peugeot and ride only a Ferrari, but that is simply marketing.

Chapter 7 Question 1:  As noted in the chapter, there is an increased emphasis on the determination of ROI.  Discuss some of the reasons leading to this increase in attention. Why is it so difficult to measure ROI?

ROI is a simple measurement of advertising effectiveness. Standing for “return on investment”, it is not easy to determine for various reasons. First of all, not all benefits of advertisement can be translated to income. With integrated marketing approach, it is important to note that public relations campaigns might increase brand knowledge, but this might only result in increased revenues later.

Some analysts have tried to compute ROI and determine a simple framework, but there are too many aspects of advertising. For example, existing customers might choose to buy more of the product, as it is in season, or they might do so based on receiving an email marketing material. Determining ROI in direct sales, and online marketing, such as pay-per-click is simple, but applying a simple formula on integrated marketing campaigns will only provide marketers with estimates.

Chapter 8 Question 2: What is your opinion of advertising awards, such as the Cannes Lions, that are based solely on creativity? If you were a marketer, would you take these creative awards into consideration in you agency evaluation process?  Why or why not?

Cannes Lions and other advertising awards are important for marketing agencies and the entire sector. However, a creative ad itself is not enough to create results for clients: the winner of a Gold Lion might have created a catchy advertisement, but if they did not place it on the television at the right time, or did not emphasize the unique features of the product that make customers buy, it can be entertaining, increase brand awareness,  but not sales.

In my opinion, winning the awards does not make an agency better than the rest: achieving consistent long-term results does. It is possible to create one very creative and successful commercial, but have unhappy customers across many industries. An agency might be able to speak to one type of customer, but not the other type. I would not base my evaluation on Cannes Lions awards, for sure.

Chapter 9 Question 3: What is meant by transformational advertising? 

Transformational advertising refers to the type of ad that connects with the target customer on an emotional level, by creating an association between using the product and specific personality characteristics. It is based on images, values, beliefs, and feelings, designed to differentiate between the brand and competitors. Food companies often use that technique to make customers feel like the pack of snacks brings forward the sense of belonging and friendship.

Extra Question: Chapter 8 Question 3: Television commercials are often developed that rely on unusual creative tactics and have very little relevance to the product or service being advertised.  Creative personnel in agencies defend the use of the strange messages by noting that they are novel and break through the clutter.  Evaluate the pros and cons of this argument

I believe that creativity up to a level is good, and it helps differentiate a product on a highly saturated market. However, sometimes advertising agencies go too far. The ad needs to remain relevant to the product or service, no matter what. Some companies simply create a theme song for the brand, borrowed from a famous movie and show a few peaceful images unrelated to the product, and this – in my opinion – is misleading.

I agree with the argument, and in order to connect a brand with customers on an emotional level, it is important that the features and benefits of the product are communicated, just like the feelings associated with using it. Perfume ads, for example, rely too much on erotic images, but it is hard to demonstrate the smell of the product on television or in print.

Works Cited

Belch, George E., and Michael A. Belch. Advertising and promotion: An integrated marketing communications perspective. The McGraw? Hill, 2003.

Fallon, N. (2014) Marketing to Millennials: How to capture Gen Y consumers. Business News Daily. June 15 2014.