User:Mzhu

I am looking forward to hear your great ideas. Please contact me at mzhu@mba10.rsm.nl

Learning Log

Research questions

       Company- Ad--- Media-- Consumer

Advertising industry

• History
• Value Chain
• Trends
• Key plays
• Competitions

Media=

• Media types
• Media technology
• Media revenue generation

Ad - media

• How advertising make money in existing media?
  
• what is the current Advertising revenue generation from each medium?
  

=Media- consumer

• demographic study, and their attitude and behavior to existing media
• Key trends

AD - consumer

• Attitude to AD

Driving forces

1. Generations & their media usage

Advertisting generate 60% media revenues. we believe that media usage habits by generation is one of the factors to investigate and explore

Baby boom generation
Baby Boom Generation is the cohorts born during the middle part of the 20th Century. The birth years of the Baby Boom Generation are the subject of controversy. Historically, everyone born during the post-World War II demographic boom in births was called part of the Baby Boom Generation.

Traditional radio remains important with Baby Boomers, who nevertheless display a remarkable ability to adopt new media into their busy lives.

Generation X

Generation X, commonly abbreviated to Gen X, is a term used to refer to the generation born after the baby boom ended, extending from the early-to-mid 1960s to late 1970s.

The Generation X mentality reflects a shift from a manufacturing economy to a service economy. The first generation to grow up with computers, technology is woven into their lives. As law firms and corporate legal departments integrate new technological tools, Generation X has learned and adapted. This generation is comfortable using PDAs, cellphones, e-mail, laptops, Blackberrys and other technology employed in the legal workplace.

Generation Y
The Millennial Generation, also known as Generation Y or as Generation Next. Its members are often referred to as "Millennials" or "Echo Boomers".Birth dates are ranging somewhere from the late 1970s to late 1990s. 97% of students owned a computer, 94% owned a cell phone, and 56% owned an MP3 player. They also found that students spoke with their parents an average of 1.5 times a day about a wide range of topics.Other findings in the Junco and Mastrodicasa survey included that 76% of students used instant messaging, 92% of those reported multitasking while IMing, and 40% of students used television to get most of their news and 34% the Internet. Generation Y is known to be so much into technology that in 2008 PNC Financial Services began marketing a specific checking account called Virtual Wallet that is specifically targeted to Generation Y.

56% reported downloading music using peer-to-peer file sharing (15% reported downloading movies and 16% reported downloading software). 69% of students reported having a Facebook account, typically logging in twice a day.

Generation Z
Generation Z is one of the names used for the First World or Western generation of people born between the mid-1990s to late 2000s.On the average they are highly connected, many having had lifelong use of communications and media technologies such as the World Wide Web, instant messaging, text messaging, MP3 players, cellular phones and YouTube, earning them the nickname "digital natives". Generation Z have grown up in a world with in which single-parent families are commonplace,as well as two-income families.

2.Connetivity Web makes people connected with each other and share opinion easily, Which largely increase the power of consumer. This driving force urge companies and advertiser to rethink how to communicate consumers.
Technology development

communication platform development