Compare and Contrast Essay
One of the similarities in the millennial characteristics from two sets of readings is that their tastes and preferences are different from those of baby boomers. The articles by Minár (2016), Smith (2011), Severson (2016) argue that the tastes and preferences of the millennia are different from those of the previous generations. According to Minár (2016), goodvertising has been adopted by companies to address the tastes and preferences of the millennia. Similarly, according to Smith (2011), the millennial is finding online advertising as well as the use of coupons appealing. Severson (2016), on the other hand, argues that young consumers are not as attached to the cold cereal for breakfast which is the case for the older generations. Such assertions are similar to those in the other sets of readings. Notably, Barton, Fromm, & Egan (2012) accept that there is a need to change the strategy for pushing products for the millennial consumers while Jansson-Boyd (2017) advises companies to improve their marketing strategies to target changing generations. Similarly, Hemmadi (2017) argues that A &W has changed its marketing strategy to target urban millennials as opposed to the baby boomer crowd.
The second characteristic which is similar to the two sets of readings is that they agree that millennials are not just attracted by fancy packaging and colorful adverts but rather care about products/brands which result in a fundamental redefinition of life. Both Minár (2016) and Smith (2011) agree that companies have struggled to adopt the most effective advertising strategy to attract millennials while Smith (2011) argue that it is hard to attract Millennials as they are not easily fooled by advertising and packaging. Additionally, Severson (2016) state that companies will continue to struggle in the quest to capture the all-powerful and elusive millennial eaters because their tastes and preferences are hard to capture anf fulfill. Similarly, the other set of readings by Barton, Fromm, & Egan (2012), Jansson-Boyd (2017), Hemmadi (2017) argue that the millennial consumer is not appealed by sexually charged advertising nor the even empty goodvertising. For example, Jansson-Boyd (2017) asserts that whereas companies have used sexually-charged advertising thinking that millennials ill be appealed by such kinds of adverts, they have not obtained the expected results. The implications of such arguments re that the millennials are characterized by unpredictability and fancy packing and empty adverts will not make them buy products which they do not feel are suitable to their preferences.
Although there are areas of similarity between the sets of readings, one of the areas of difference is the role of how companies have reacted to the different characteristics; tastes and preferences, of millennials. Notably, Minár (2016) argues that goodvertising has been born to address the complex economic and cultural setup of the millennials. Smith (2011) adds that companies are using online advertising to reach consumers while Severson (2016) state that companies have not done much to address the changing tastes and preferences of the millennial customers. However, the second sets of readings are clear that companies have failed to tailor their advertising message for the millennials. Barton, Fromm, & Egan (2012) assert that executives who make marketing decisions have been dismissive and negative attitudes toward millennials. Additionally, Jansson-Boyd (2017) and Hemmadi (2017) argue that it is only now that companies have begun to develop strategies targeting the millennials.
The second characteristic which differs from the two sets of readings is whereas the first set of readings focus on evaluating the existing strategies which have been used to address the different tastes and preferences of millennia, the second set shows how organizations have ignored the characteritsics of the millennials. In specific, Minár (2016), Smith (2011), Severson (2016) look at the different sets of strategies such as goodvertising and online advertising and evaluate their effectiveness in appealing to the different preferences of the millennial which are different from the traditional ones. However, Barton, Fromm, & Egan (2012), Jansson-Boyd (2017), Hemmadi (2017) show how organizations have ignored the millennial in deciding on their marketing strategies. For instance, Barton, Fromm, & Egan (2012) opine that companies have stereotyped millennials as spoilt and lazy and hence ignored. Jansson-Boyd (2017) adds that the use of sexually charged advertising has not been entirely favorable to the young generations as organizations have failed to strictly focus on them.
In conclusion, a compare and contrast essays show an understanding of a reader about different readings by providing the similarities and differences between the articles. In the two sets of texts, one of the similarities is that the tastes and preferences of millennials are different from those of the traditional baby boomers. However, the difference is whereas the first set of readings evaluate the efforts of organizations to attract and appeal the millennials, the second set shows how companies have dismissed the need for advertising tailored for the characteristic of millennials and thus missed on a vital population. Additionally, whereas the first set of readings present the millennials as having some defined tastes and preferences, the second set holds that the millennials are highly unpredictable and companies have struggled to tailor a specific marketing strategy which can appeal to the young generations.
Barton, C., Fromm, J., & Egan, C. (2012). The Millennial Consumer: Debunking Stereotypes. The Boston Consulting Group, 16.
Hemmadi, M. (2017). A&W Is Dropping Its Suburban Drive-Through Image to Target Urban Millennials. Canadian Business. Retrieved from https://www.canadianbusiness.com/lists-and-rankings/best-managed-companies/a-and-w/
Jansson-Boyd, C. (2017). Don’t Believe the Hype: Sexually Charged Advertising is not the best way to push a product. Retrieved from http://theconversation.com/dont-believe-the-hype-sexually-charged-advertising-is-not-the-best-way-to-push-a-product-80221
Minár, P. (2016). Goodvertising As A Paradigmatic Change in Contemporary Advertising and Corporate Strategy. Communication Today, 7(2).
Severson, K. (2016). Cereal, a Taste of Nostalgia, Looks for Its Next Chapter. The New York Times. Retrieved from https://www.nytimes.com/2016/02/24/dining/breakfast-cereal.html
Smith, K. T. (2011). Digital Marketing Strategies That Millennials Find Appealing, Motivating, Or Just Annoying. Journal of Strategic Marketing, 19(6), 489-499.