Digital Clutter: Relevance Of New Media To Gen Y
Luck, Edwina & Klaehn, Michael (2007) Digital Clutter: Relevance Of New Media To Gen Y. In Thyne, M, Deans, K R, & Gnoth J, J (Eds.) Australia And New Zealand Marketing Academy 2007 Conference Proceedings And Refereed Papers. Department of Marketing, University of Otago, CD Rom, pp. 1423-1429.
|
PDF
(33kB)
13095.pdf. |
Description
One of the greatest challenges for marketers is to find out how to reach youths who are consuming three of four media at the same time. Today’s youth have been able to quickly and easily integrate new media technologies and multiple channels into their busy lifestyles. They possess far more freedom to multitask activities and have information on demand. Marketing communication does not work like it once did. Our study found that Australian youth consume around 32 hours of media per day, which brings enormous implications for marketers. We suggest that in order for marketing communication professionals to communicate with this market, that they know exactly how to use new media in their media mix.
Impact and interest:
Citation counts are sourced monthly from Scopus and Web of Science® citation databases.
These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.
Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.
Full-text downloads:
Full-text downloads displays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.
| ID Code: | 13095 | ||||
|---|---|---|---|---|---|
| Item Type: | Chapter in Book, Report or Conference volume (Conference contribution) | ||||
| ORCID iD: |
|
||||
| Measurements or Duration: | 7 pages | ||||
| Keywords: | Communication, Digital, Gen Y, Media | ||||
| ISBN: | 978-1-877156-29-9 | ||||
| Pure ID: | 33681194 | ||||
| Divisions: | Past > QUT Faculties & Divisions > QUT Business School Current > Schools > School of Advertising, Marketing & Public Relations |
||||
| Copyright Owner: | Copyright 2007 (please consult author) | ||||
| Copyright Statement: | This work is covered by copyright. Unless the document is being made available under a Creative Commons Licence, you must assume that re-use is limited to personal use and that permission from the copyright owner must be obtained for all other uses. If the document is available under a Creative Commons License (or other specified license) then refer to the Licence for details of permitted re-use. It is a condition of access that users recognise and abide by the legal requirements associated with these rights. If you believe that this work infringes copyright please provide details by email to [email protected] | ||||
| Deposited On: | 20 Mar 2008 00:00 | ||||
| Last Modified: | 17 Feb 2025 22:31 |
Export: EndNote | Dublin Core | BibTeX
Repository Staff Only: item control page