Generation Y and Z

Generation Y and Z are two generations of people living in our society today. The Wikipedia article on Generation Y illustrates Generation Y as the Millennial Generation. It’s argued who is actually included in Generation Y, but it generally includes those who were born in the late 70’s to those born in the early 2000’s. This generation is thought to be more self-centered and include the people who were introduced to technology during their life. Knowing exactly what Generation Y goes through depends largely on who you think was included in it. Thirty years is a lengthy amount of time, especially since so much changed from the 1970’s to the 2000’s.

The Wikipedia article on Generation Z outlines Generation Z as the iGeneration or the Internet Generation. Like Generation Y, the birth dates included in Generation Z isn’t concrete. Generally, Generation Z consists of those born from 1989 to present. Many argue that Generation Z beginning in 1989 is entirely too early and causes Generation Y to be very brief, but others believe that Generation Z beginning in the early 2000’s leaves out crucial people. The iMedia Connection article, What you need to know about Generation Z, states that Generation Z is very technology-based and for the most part, has had technology in their lives from birth.

The overlap between the two generations is confusing, because the people who were born in the late 80’s and the 90’s are on the borderline of each extreme when it comes to what they’ve experienced. For example, those born in the 70’s and early to mid-80’s generally weren’t introduced to the internet and cell phones until they reached adulthood. Those born in the 2000’s have generally had a computer in their homes since birth and were given a cell phone in elementary school. But those born in the late 80’s and the 90’s can remember life without the internet and cell phones, but were still introduced early on in their lives, like in their teenage years.

The characteristics of each generation makes it easy to infer that over the next decade, those included in Generation Y and Generation Z will impact our world by determining how day-to-day life and business will be conducted. Since both generations are so technology-based, they will find ways to incorporate technology into everything. Day-to-day life will continue to revolve around time spent on the internet and posting things as soon as possible, and they will want their businesses to also revolve around technology. They will want everything to be easy to navigate and simple to change. I believe that they will not be so focused on getting the job done but instead on how to get the job done easily and in a fun way.

Works Cited

Cross-Bystrom, Angela. “What You Need to Know about Generation Z.” IMediaConnection.com. IMedia Connection, 20 Aug. 2010. Web. 07 Nov. 2012. http://www.imediaconnection.com/content/27425.asp.

“Generation Y.” Wikipedia. Wikimedia Foundation, 11 May 2012. Web. 07 Nov. 2012. http://en.wikipedia.org/wiki/Generation_Y.

“Generation Z.” Wikipedia. Wikimedia Foundation, 11 Apr. 2012. Web. 07 Nov. 2012. http://en.wikipedia.org/wiki/Generation_Z.

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JOUR344: How Advertising Will Change in 2013

Although a year doesn’t seem like a long time, a lot can happen within that time. According to the CEO of WPP, 2012 has been a bumper year for advertising because of things like the election and the Olympics. Many changes, major or minor, will occur in the world of advertising over the next year, but I have researched to find out five of the many.

First off, advertising will suffer because of the U.S. economy. The economy can cause the organic revenue growth for advertising companies to rise by a lesser amount than usual. Secondly, newspaper will continue to fall substantially as online advertising continues to rise. The amount of time consumers spend online and the amount of time they will continue to spend is a primary driver for this prediction. Thirdly, video advertising will see a few changes and adopt a few trends. Some of the trends, including many that are already popular, for 2013 will be overlay advertisements (The ads that simply hover over video but don’t disrupt the viewing of it), hot spots (pop-up ads when a cursor is placed over a hot spot, or object), and video rolls (click-through capable video ads streamed through websites that can’t be avoided, but appear fewer throughout the program and are shorter than TV ads). Fourthly, retargeting will be incorporated into most all of digital advertising. Advertisers will be figuring out ways to more successfully find out who to target, when to target them, and how to target them. A final prediction for changes in advertising for 2013 is complete interactivity in digital advertising. This is a prediction that I’m making myself, but I believe that in 2013, almost no digital advertisement will be considered successful if it doesn’t incorporate some sort of interaction with the consumer.

Works Cited

Boyle, Catherine. “Forget 2012, 2013 Year to Worry About: WPP CEO.” CNBC.com. CNBC, 28 Oct. 2011. Web. 23 Oct. 2012. http://www.cnbc.com/id/45056774/Forget_2012_2013_Year_to_Worry_About_WPP_CEO.

“Paid Search Predictions for 2013.” The Interactive Marketing, Design & Rambling. NEBO, 1 Oct. 2012. Web. 23 Oct. 2012. http://www.neboagency.com/blog/future-paid-search/.

“Understanding Video Advertising for 2013.” San Diego Video Production Company. New Evolution, 4 Sept. 2012. Web. 23 Oct. 2012. http://www.newevolutionvideo.com/understanding-video-advertising-for-2013/?goback=.gde_2944904_member_159141243.

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JOUR344: How Advertising Campaigns Have Changed

The process of creating an advertising campaign has definitely changed over the past five years. Some of the changes have occurred in areas such as technology, the economy, and client expectations.

Technology is ever-changing so it is constantly opening new doors for producing a campaign. For example, not only do advertising campaigns have to be made to be presentable and functional on computers and laptops, but they now need to be adaptable to smartphones and tablets. The way things are viewed on computers is very different from how they’re viewed on handheld devices. An advertising campaign may likely be given entirely on an iPad. For this reason, campaigns not only have to be presentable and functional on these devices, but they have to be just as pleasing and easy to maneuver as they are on computers. Also, new programs are being developed to assist in the actual creation of the campaigns. New versions of the Adobe products have been created. For example, Adobe Creative Suite 5 (CS5) was just released in 2010 and they already released CS6, an even more updated and advanced version, earlier this year. Also, most everything is moving away from the traditional format. Advertising in print and on television and the radio is definitely still prevalent, but internet advertising is quickly rising to the top so advertisements in the traditional formats have to be that much more motivating and remarkable.

The economy has caused advertising campaigns to make some major changes in the past five years. Since the economy hasn’t been too particularly high, clients don’t want to spend very much on their campaigns. This has caused advertisers and everyone else involved in creating campaigns to figure out how to make an exceptional campaign in the cheapest ways possible. Agencies can no longer spend mass amounts on extraneous campaigns and expect to still get clients. The advertising agencies who have figured out the secrets to an amazing and inexpensive campaign have had a leg up because clients will go to great lengths to have those agencies create their campaigns so they can stay within a reasonable budget but still get their needs met.

Lastly, client expectations have changed substantially over the past five years. The points I mentioned above tie into this, because clients expect for an agency to supply them a great campaign that meets their small budget. If an agency doesn’t meet this expectation, the client will move on to find one that does. Also, since so many technological advancements have been made, clients expect the agencies creating their campaign to be on top of what’s new and “in” for advertisements. If a program gives an agency the ability to create some sort of phenomenal interactive advertisement, the client will expect for them to exercise that ability. If an agency is still in the business in today’s time, they have to be able to adapt the campaign to all aspects of the internet and all platforms of campaign delivery. Point blank, if it can be done, the client will expect for it to be done.

 

 

Works Cited

Bernoff, Josh. “Advertising Will Change Forever.” Advertising Agency & Marketing Industry News. Ad Age, 20 July 2009. Web. 02 Oct. 2012. http://adage.com/article/digitalnext/advertising-change-forever/138023/.

Clark, Nick. “Advertising Spend Collapses as Economy Grinds to a Halt.” The Independent. Independent Digital News and Media, 17 Mar. 2009. Web. 02 Oct. 2012. http://www.independent.co.uk/news/media/advertising/advertising-spend-collapses-as-economy-grinds-to-a-halt-1646649.html.

Rucker, JD. “How the Internet Has Changed the Scope of Advertising.” Techi.com. N.p., 8 June 2012. Web. 02 Oct. 2012. http://www.techi.com/2011/06/how-the-internet-has-changed-the-scope-of-advertising/.

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JOUR348: The Web’s Impact on TV Production

The web already impacts and will continue to impact my career in several ways. I plan on going into TV Production and focusing on the advertising aspect of it by creating commercials and PSAs. Currently, the web impacts this type of career because people are turning to the internet for their information as much as, if not more than they’re turning to the television for it. Before the web became big, people relied on the television as a primary source for information on products and events. Since the web has came about, if someone wants to know something, they will go look it up on the internet rather than waiting around to hopefully see it on television.

As time and technology continue to progress, this trend will become more and more evident. Television advertisers reach their target audience by determining who they want their message to be seen by and who they want to buy their product, and then they research what kind of television shows those people watch so they can buy space on those networks. The same will hold true for internet video advertising, but will require different methods of obtaining the information. I will have to learn to not only reach consumers by television, but learn how to reach them online as well.

I feel like these changes will continue over the next 5 years and 10 years and will gradually become more evident and hold more truth with each passing year. While having to learn to adapt my knowledge to several different platforms can be a little scary, I’ve been well aware of it for quite some time and I feel that I’m taking the appropriate steps to be mentally and physically prepared for it. I feel like people like watching video and television online because they pretty much have complete control over what they see and when they see it. This acceptance from society also gives me a sense of comfort in the adjustments my career path will have to take on.

A humorous comic of the impact that the internet is starting to have over television.

(http://www.profacts.be/blog/wp-content/uploads/2010/04/internet_vs_tv.jpg)

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JOUR344: Social Media in the Entertainment Industry

(http://brandsunderconstruction.com/blog/wp-content/uploads/2012/06/blog_thinker.jpg)

Blogging seems to be all the rage nowadays so typically, big names in the entertainment industry are taking part. Blogging is used in different ways depending on who the blogger is and what they are promoting/representing. By saying this, I mean that TV show blogs are created by either those who work with the TV show or by fans. Obviously, the TV show itself can’t blog and typically, an actor or actress of the TV show that blogs may mention their show throughout the blog, but their blog as a whole is dedicated to their career, not to the TV show. On the other hand, music blogs are often created and/or maintained by the musician themselves or someone who is constantly with the musician if the musician doesn’t actually have the time to personally update. As I touched on earlier, the same goes for actors and actresses. These types of blogs are focused solely on the person (musician or actor) and what they do.

Since I love music and I’ve helped and plan to help in the future with the CMT Awards, I chose to do some research on musician’s blogs and award show blogs.

One of my favorite musicians, Jason Mraz, keeps a blog titled “Jason Mraz Journal.” The blog (http://jasonmraz.com/journal/) can be found through a link on Mraz’s main website (http://jasonmraz.com). The journal promotes Jason in several ways. For one, when you click on the link, one of his newest, most popular songs starts playing. This gives the viewers a preview of his type of music and if the viewer has never heard of him before, they are immediately introduced to his music. The journal is updated with new posts quite frequently, and the topics vary from volunteer work he does, events he participates in, personal stories about his life and past, his political views, etc. There is also a link to his Instagram stream where he posts pictures of his escapades.

When I searched for awards show blogs, I found a few different types of blogs. One blog called “Awards Blog” (http://www.awardsblog.com/) focuses on all of the major awards shows and each post gives a few sentences on the awards show and its highlights. Every post also lists the winners of each major category from each major awards show. Another blog that I found was created and is maintained by The New York Times and is called “Carpetbagger” (http://carpetbagger.blogs.nytimes.com/). This blog also focuses on the major awards shows, but differs in that it posts many blog posts about different aspects of each show. Since this blog is run by such a prestigious news outlet, it is a lot more sophisticated and informational than the “Awards Blog.” As I said, neither of these blogs are focused on promoting one particular awards show, but focus on promoting the awards show season in general.

This picture sort of encorporates everything that goes into creating blog.
(http://blog.hubspot.com/Portals/249/images/blogging%20image.jpg)

This is a funny comic that hints at how bloggers get super into their blogs.
(http://t2.gstatic.com/images?q=tbn:ANd9GcTVttIfSG_Iw6_rTBw7THYhcaFTMMueApZ1op1vN7qaCJPaX4-M_3ZQt5WMWg)

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JOUR344: Extra Credit Post 2

Watching The Persuaders taught me a lot about how in detail marketers go to figure out their potential customers. I was definitely surprised about how much information they obtain. It got me thinking about the information I’ve put in the public and what that information may be used for today.

I feel like I would willingly give a great deal of information if there was an incentive to it. I give the typical information (first and last name, address, city, state, zip, phone number, and email address) for a lot of things. I would definitely give this information and maybe even some more personal information for contests if the prize was large and desirable enough. I would give basic information for a discount, but nothing personal. I don’t feel like I would give much information to get online because it’s already so available to me. If I didn’t have any other way to get online other than giving my information, I would be very willing to give a lot of information. The internet is a big part of my life so I would do what it takes to access it. This would be the same way for getting a cell phone. I don’t think I would give much information for a credit card, though, because I don’t have much desire to have one.

I would definitely be willing to reveal my name, address and phone number as long as I knew I wouldn’t be hassled or spammed. I would be willing to give personal information such as my favorite music and snacks because those are pretty basic facts. I would reveal my grades as well, but if I received poor grades, I doubt I would be as willing. As long as my parents are okay with it, I would reveal their salary. I would only do this, though, if it was for something legitimately important to me. I suppose I would reveal medications unless they were embarrassing to whoever has to take them. I would want to keep personal health information private, especially if I was embarrassed by it.

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JOUR344: Extra Credit Essay 1

I have several brands which I’m devoted to. I feel like deciphering between whether they are lovemarks or just logical buys is hard to determine though.

When it comes to make-up remover, I will only buy Neutrogena Make-up Remover cleansing cloths. I would say that this is a lovemark, because I could get the same results from many other similar products but I still choose to buy Neutrogena only. Also, when I first began to look for make-up remover, I bought this product merely for the convenience and quick results it provided. I was impressed with its quality, so I didn’t even bother to continue to shop around. I was so in love with the product that I didn’t find a need to explore other options.

I’m also devoted to Simply Lemonade. I would consider my devotion to this product more logical though. I have tried many different brands of lemonade, but Simply Lemonade has been the only one to satisfy my taste. When buying lemonade, I want a product that tastes freshly squeezed and is tart, not artificial and super sweet. I’m sure there are brands that make lemonade that can also satisfy my taste, but Simply Lemonade is the only one that I’ve been able to find in all major grocery stores. The quality and convenience of this product logically makes it a better buy in my eyes. I could also consider Simply Lemonade a lovemark in a way, though, because while it has great, satisfying aspects, it’s a little more expensive than other brands, and the container is a bit smaller. While these aspects sort of mess with the logic, the products strengths still outweigh the weaknesses in my eyes.

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