Generational differences in ad media consumption habits

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Generational differences in ad media consumption habits

10-09-2006, 11:41 AM,

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mandy Offline

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Generational differences in ad media consumption habits

Quote: Marketers looking for the best way to reach a target audience online should go beyond choosing the most popular methods of the day and consider generational differences in media consumption habits, according to Forrester Research.

"To plan effective integrated campaigns, marketers must start with search and layer on site messaging in the media that resonate with target consumers: buzz, blogs, and banners for Gen Yers, deep search and word of mouth for Gen Xers, print and product packaging for Boomers, and the written word for Seniors," writes Charlene Li, principal analyst at Forrester.

Search results from a general search engine account for 71 percent of site visits, with another 8 percent coming from vertical search engines, according to the report. Those results are similar across generations..

full article: http://www.clickz.com/showPage.html?page=3623627

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