Reaching the millennials : a study of the use and effectiveness of new media : [an honors thesis (HONRS 499)]

Abstract

In recent years, the traditional forms of advertising media have faced a steep decline. The advancement of new technology and media concepts have created a diverse media audience, making it difficult to reach mass markets through traditional media. Advertisers now face the challenge of adopting these new media strategies and using them to reach today's vital youth market. The Millennial generation is the first to grow up completely surrounded by computers and wireless technology, and their unique lifestyle will most certainly change the future of advertising.This project is a discussion of these new media formats and their importance among the Millennial generation. Formats to be discussed include: Internet, instant messaging, email and chat, blogs, video games, wireless marketing, personal video recorders and satellite radio. A discussion of the Millennial generation and their usage of such media is also included.