COM 362 Chapter Notes - Chapter 13: Baby Boomers, Grey Market, Millennials

• School: University of Victoria
• Department: Commerce
• Course: COM 362
• Professor: H A R D I S T Y, D A V I D

Document Summary

Subculture = group whose members share beliefs and common experiences that set them apart from others. Microculture = based on a lifestyle or aestheic preference. Needs and preferences change at approximately the same ime as with others of your own age (marketers can appeal to a certain age cohort by using paricular imagery and language. > people in an age cohort have undergone similar experiences and have common memories about cultural heroes, historical events, ). Generaion y: youth born between 1986 and 2002 (live in a thumb culture that communicates online and via cellphone); tweens: youth aged 10-14 years. Digital naives: texing is preferred communicaion, videos are extremely important, many digital naives produce online brand wom and consumer-generated content, lifestyle of connexity. University market: no brand loyalty yet, hard to reach via convenional media, buy brands which contribute to social issues.