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Advertising to Boomers, Gen Xers and Gen Ys ADVERTISING TO BOOMERS, GEN XERS AND GEN YS ———————————————————————————— A Thesis presented to the Faculty of the Graduate School at the University of Missouri - Columbia ———————————————————————————— In Partial Fulfillment of the Requirements for the Degree Master of Arts ———————————————————————————— by CRAIG J. WEILAND Dr. Glen Cameron, Thesis Supervisor december 2007 The undersigned, appointed by the dean of the Graduate School, have the thesis entitled ADVERTISING TO BOOMERS, GEN XERS AND GEN YS presented by Craig J. Weiland, a candidate for the degree of Master of Arts in Journalism, and hereby certify that, in their opinion is worthy of acceptance. Professor Glen Cameron Professor Cynthia Frisby Professor Stephen Kopcha Professor Michael Porter For Morgan Acknowledgements I could not have completed this thesis without the guidance and support of numerous people, chiefly among them my committee chair Glen Cameron, whose enthusiasm for the project very nearly eclipsed my own some days, and whose pep talks, though the opportunity for them was sparse, successfully nourished my ambitions to actually complete the work and turn in a finished product, on time. I’m also very fortunate to have a veritable Dream Team of MU faculty for this project’s committee: Cyndy Frisbee, one of the most energetic and effusively positive, not to mention busy, faculty members of the Journalism School; Stephen Kopcha, whose real-world agency experience was a must, and to whom I’m especially grateful due to his never having taken on the task of being on a thesis committee before, and agreeing to make mine his first exception; and Michael Porter, whose ever-approachable demeanor and encouragement was always on tap when I needed it. The art directors, Raul Vilaboa, Marcus Moore, Matt Spett, Ed Zimkus, Tristen George and Mat- thew Nwoke, some of the finest and most impressive professionals in the business, were extremely generous with their time and ideas. I’m indescribably grateful to each of them for their contribu- tions. Forty-five volunteers gave their time and energy to participate in my online focus groups, and I’m very thankful to all of them as well for making the sessions enjoyable, interesting and enlightening. I had a great time in those sessions, and I hadn’t expected them to be nearly as fun as they ended up being. Thanks for being such a great bunch, and especially for being extra generous with your time on some occasions. ii Tanya Heath and Heather Deja of the American Advertising Federation were instrumental in con- necting me with people willing to participate in both the focus groups and the interviews. I quite honestly could not have completed this thesis without their instrumental assistance. My employers Charles Reineke, Mary Licklider and Jim Coleman, who have graciously and pa- tiently put up with my wildly unpredictable hours and sudden—in some cases, spontane- ous—rushes from the office to get to a class or get on the highway to meet with an interviewee in Chicago. I’m exceedingly fortunate to get to work for such supportive people. Holly Bollinger and Marla Ogaz went well out of their way to help me with this—Holly with edit- ing, Marla with transcribing—and asked for nothing at all in return. My sanity and my physical health are indebted to you both. iii Table of Contents Acknowledgements................................................................................................................. ii Table of Contents.................................................................................................................... iv List of Illustrations................................................................................................................... v Abstract.................................................................................................................................. vi Introduction............................................................................................................................. 1 Theory & Research Questions................................................................................................... 4 Literature................................................................................................................................ 8 Methodology......................................................................................................................... 20 Results Generation Y Focus Groups.................................................................................................... 34 Generation X Focus Groups..................................................................................................... 41 Baby Boomer Focus Groups.................................................................................................... 47 Interview 1: Raul Vilaboa........................................................................................................ 54 Interview 2: Marcus Moore..................................................................................................... 59 Interview 3: Matthew Spett..................................................................................................... 64 Interview 4: Ed Zimkus........................................................................................................... 67 Interview 5: Tristen George..................................................................................................... 72 Interview 6: Michael Nwoke.................................................................................................... 77 Discussion............................................................................................................................. 84 Appendix I: Interview Transcripts........................................................................................... 103 Appendix II: Focus Group Transcripts..................................................................................... 240 Appendix III: Survey Questions & Results Matrix.................................................................... 397 Appendix IV: Focus Group Login Questionnaires.................................................................... 399 Appendix V: Thesis Journal.................................................................................................... 409 Bibliography........................................................................................................................ 418 iv List of Illustrations Figure Page 1. Markert, J. (2004). Live Births: 1942–2005 [Chart]. In J. Markert, Demographics of age: generational and cohort confusion. Journal of Current Issues and Research in Advertising, 26(2), p. 18......................................................................................................... 8 2. Silvers, C. (1997). Life Events Experienced in the Last Five Years [Chart]. In C. Silvers, Smashing old stereotypes of 50-plus America, Journal of Consumer Marketing, 14(4), p. 305....................................................................................................... 11 3. Pollay, R., Mittal, B. (1993). Hypothesized Primary Structure of Beliefs and Attitudes About Advertising [Chart]. In R. Pollay & B. Mittal, Here’s the beef: factors, determinants and segments in consumer criticism of advertising. Journal of Marketing, 57(7), p. 104................................................................................................... 14 4. Online focus group Web page. .......................................................................................... 23 5. Ford Edge print ad, Wired Magazine, April 2007. .................................................................. 25 6. L'Oreal Vive Pro print ad, Wired Magazine, April 2007. .......................................................... 26 7. Mercedes Benz S-Class print ad, Forbes Magazine, March 26, 2007. ...................................... 26 8. Pop-tarts Strawberry print ad, M Magazine, May 2007. ........................................................ 27 9. Two characters from "Rejected"......................................................................................... 27 10. Smith Barney/Citigroup Ethics print ad, Forbes Magazine, March 26, 2007. ............................ 28 11. Stridex acne pad print ad, J-14 Magazine, April 2007. ........................................................... 28 12. Raul Vilaboa...................................................................................................................... 31 13. Marcus Moore................................................................................................................... 31 14. Ed Zimkus......................................................................................................................... 32 15. Tristen George................................................................................................................... 32 16. Michael Nwoke................................................................................................................. 33 v Abstract Advertising to Boomers, Gen Xers and Gen Ys Craig J. Weiland Dr. Glen Cameron, Thesis Supervisor This thesis attempts to illuminate the processes and understanding by which art directors at major (national/international) ad agencies attempt to reach target generational demographics, specifi- cally Baby Boomers, Gen Xers and Gen Ys. Seven focus group sessions were conducted among members of these generations (2 for Boomers, 2 for Gen Xers and
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