Decline of traditional marketing communication forms in Generation Y: myth or fact?

Sylwia Kuczamer-Kłopotowska , Ali Ayct

Abstract

This chapter presents and discusses the validity of the hypothesis of the decline of the traditional marketing forms among millennials. Based on the literature analysis, the introduction deals with the theoretical aspects of marketing communication both in its traditional and contemporary forms. The specific character of the Gen Y communication patterns is also presented, following some analyses of the literature and desk research. The empirical section presents the findings from a series of individual in-depth interviews conducted exclusively for this publication with Polish and Turkish millennials, as well as with some managers of an FMCG company. In conclusion, it can be said that the new media are definitely the most important communication channel for the aforementioned group of consumers, and similar tendencies (with some local differences) can be seen in both Turkish and Polish markets. However, it has been shown that not all the traditional media analyzed have lost relevance.
Author Sylwia Kuczamer-Kłopotowska (FM / DMar / MSU)
Sylwia Kuczamer-Kłopotowska,,
- Marketing of Services Unit
, Ali Ayct
Ali Ayct,,
-
Pages142-181
Publication size in sheets1.95
Book Kreft Jan, Kuczamer-Kłopotowska Sylwia, Kalinowska-Żeleźnik Anna (eds.): Myth in modern media management and marketing, Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series , 2019, Business Science Reference, ISBN 978-1-5225-9100-9, [978-1-5225-9102-3], 317 p., DOI:10.4018/978-1-5225-9100-9
DOIDOI:10.4018/978-1-5225-9100-9.ch007
Languageen angielski
Score (nominal)5
ScoreMinisterial score = 5.0, 30-09-2019, MonographChapterAuthor
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