II. Segmentation by cohorta. What is a ‘cohort’?i. Like a generationb. who is Gen Y? (characteristics, formative experiences, consequences for advertising)c. Who are the baby boomers & mature Americans?d. What do these groups share or ‘not share’?e. Implications for advertising/consumer behavior?III. Baby Boomersa. Post WWII (1945- 1964)b. “Television”- generational influencec. “What world events over the past 50 years were especially important to them?”d. Youtube video- Bucky Covington “A Different World” (American Idol)i. http://www.Youtube.com/watch?v=3AlrFOBmdVIe. characteristics: less optimistic, distrust of government…IV. Generation Xa. Baby bust – born 1961-1981b. Cold ward, Nirvana, divorce, economic strainc. ‘slackers’?d. Gen-X: The Ignored Generation (Time Magazine)e. Twentysomething Generation Turns 35 (The Onion)V. The Millennialsa. Are you a millennial?b. What is your reaction to this depiction of ‘generation/cohort’?c. What are the implications for advertising?i. ‘Most liberal generation’ii. ‘One of the most educated generation’VI. Cohort issues for segmentationa. Size ranges (vary)b. Inconsistent datesc. Different experiencesd. Sub-cohorts/bihortse. (‘leading edge, core, training…’)ADV 483 1nd Edition Lecture 9Outline of Last Lecture I. What, how and why of VALS?II. About VALS sampleIII. How to Read Data TablesOutline of Current Lecture I. Segmentation StrategyII. Segmentation by cohortIII. Baby BoomersIV. Generation XV. Children of BoomersVI. MillennialsVII. Cohort Issues for SegmentationCurrent LectureI. Segmentation Strategya. Demographics, Psychographics b. Strengths and weaknesses?II. Segmentation by cohorta. What is a ‘cohort’?i. Like a generationb. who is Gen Y? (characteristics, formative experiences, consequences for advertising)c. Who are the baby boomers & mature Americans?d. What do these groups share or ‘not share’?e. Implications for advertising/consumer behavior?III. Baby Boomersa. Post WWII (1945- 1964)b. “Television”- generational influencec. “What world events over the past 50 years were especially important to them?”d. Youtube video- Bucky Covington “A Different World” (American Idol)i. http://www.Youtube.com/watch?v=3AlrFOBmdVIe. characteristics: less optimistic, distrust of government… These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.IV. Generation Xa. Baby bust – born 1961-1981b. Cold ward, Nirvana, divorce, economic strainc. ‘slackers’? d. Gen-X: The Ignored Generation (Time Magazine)e. Twentysomething Generation Turns 35 (The Onion) V. The Millennialsa. Are you a millennial?b. What is your reaction to this depiction of ‘generation/cohort’?c. What are the implications for advertising?i. ‘Most liberal generation’ii. ‘One of the most educated generation’VI. Cohort issues for segmentationa. Size ranges (vary)b. Inconsistent datesc. Different experiencesd. Sub-cohorts/bihortse. (‘leading edge, core,