Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 144

Evaluate the information displayed in Tables A and B. Imagine you are a marketing manager for an automobile manufacturer that is targeting Millennials. Your goal is to gain the attention of your target market. Use that information to answer the following questions.
a. According to Table A, which types of media are least likely to be ignored by Millennials
b. How do the media that are least likely to be ignored compare with what media other surveys show Millennials prefer
c. Assume that television advertising is a part of your promotional mix. How would you handle the fact that a large part of your target market is multitasking while watching television
d. Imagine that your target market is a different demographic. How would your answers to the previous parts of this question change