Discussion 4-1 - Optimizing Brands

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Southern New Hampshire University *

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QOS-5959

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Marketing

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May 1, 2024

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docx

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Hello everybody! I hope classes are going well so far!  Select two forms of traditional marketing channels from the following: TV, radio, print, and outdoor. The two forms of traditional marketing I chose are TV and Radio.  What is the appeal of each of your chosen channels to these target audiences?  o  Baby boomers The best way to reach Baby Boomers is using the radio as well as television. Baby Boomers like nostalgia of things. Back when they were kids, there were no websites and mobile applications. There were radios and, for some, televisions. According to Neilson’s 2019 Target Audience Report, “With a 94% weekly reach, AM/FM radio delivers nearly all persons 50- 64. […] AM/FM radio reaches more persons 50-64 than live and time-shifted TV (92%), apps/web on a smartphone (85%), and social media on a smartphone (79%)” ( Boomers: The Active Radio Listener Advertisers Ignore ). Baby Boomers are loyal to traditional television, even with the advancement of technology and streaming services. This is seen in by the popularity of certain TV channels. The most popular channels tend to be the channels that are throwbacks to when they were younger such as “Turner Classic Movies, MeTV, and TV Land. [...] Channels like Heroes & Icons, Antenna TV, Grit, and Cozi all cater to this audience’s nostalgia” ( Using Television Advertising to Reach the Baby Boomer Audience ).  o  Generation X

The best way to reach Generation Xers is the same as Baby Boomers, using TV and Radio. Generation Xer’s “are the most likely to say that they’re exposed to multiple ads on the radio in a typical day […] Gen Xers join Baby Boomers as the adults most likely to say that they’ve influenced to make a purchase by radio ads” ( Radio Ads Garner Gen X’s Attention ). Generation Xers love video and they “watch upwards of 32 hours of TV a week and 45.8 Million Gen Xers watch digital videos” ( Marketing to Generation X: Six do's and don'ts ). It’s also important to note that for TV advertisements, “men and women of Generation X are drawn to TV Advertisements that showcase everyday life and real-world situations” ( Marketing to Generation X: Six do's and don'ts ) and Generation X women are especially fond of sentimental advertisements.  o  Millennials Yes, millennials do still listen to the radio. It was very interesting to find out that they are surprisingly “the largest demographic listening to radio, with over 72 million millennials listening to the radio each week. As there are a little over 80 million people identifying as millennials, that is 90% of millennials that listen to the radio” ( How To Target Millennials With Radio Ads ). Though they listen to the radio, Millennials have less station loyalty than Generation X and Baby Boomers, so they are more likely to station surf when advertisements come on. For Millenials, they don’t really use TV as much as Generation X or Baby Boomers. They are more likely to go online and find their shows there or using streaming apps than watching actual television. One of the reasons for this is because Millennials are “very busy in this life stage. Between balancing school life and work they have very different priorities than the other life stages. [Because of this, they have] busy schedules, they have less time to watch TV” ( How Millennials Consume Video ). 

o  Generation Z It may also be surprising to hear, but Generation Z (my generation) does still listen to the radio and in fact, “spends a significant amount of their in-car listening time with good old- fashioned radio” ( Audio Insight: Gen Z is Listening Now What? ). It helps that the radio introduces people to new music and artists which “appeals to Gen Z's desire for spontaneity and discovery, fostering an engaging listening experience” ( Audio Insight: Gen Z is Listening Now What? ). However, unlike the other generations, Generation Z is not into watching cable TV. It is shown that Generation Zers “ spend about a fifth of their screen time watching through apps on a smart TV (the same as their older counterparts), but only 8% of their time goes to watching shows through a cable box (compared with 31% among older viewers)” ( WHAT ARE GEN Z CONSUMERS DOING INSTEAD OF WATCHING TV? ). Instead, Generation Z spends more time playing video games and watching streaming. Generation Zers tend to watch TV on their phones more than on any other screens, including televisions.  Based on your selection, describe one creative or innovative form of traditional marketing you have personally encountered. How did this creative or innovative approach influence your purchasing decision? One creative form of Television marketing that I have personally encountered would be how Lego will advertise there products by having the ads be like a mini TV show. One type of product that used this type of advertisement were the Bionicle toys. I can clearly remember that ad showing a mini clip of one Bionicle leaving the rest of his group to sacrifice himself to save the world while the song Moving On by The All- American Rejects was playing in the background. This

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