`Generation X' a New Breed of Consumer
Roxanne Patel 1993, Seattle Times, St Louis Post-Dispatch (MO)
SOMEWHAT belatedly, advertisers are beginning to wonder what makes the so-called Generation X tick, and how to sell to this amorphous group of 18- to 29-year-olds.
They're finding part of the answer in MTV, a defining embodiment of the "twentysomething" consumer.
"MTV is the medium to communicate with this age group," said Rod Leung, advertising manager for the clothing manufacturer Unionbay. "Everything is influenced by music, and it's all visual-oriented . . . it's the new signature of the generation."
Even print ads, such as those that Unionbay produces, are influenced by music videos, Leung said, and the key to marketing the clothes is to show how they …
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Publication information: Article title: `Generation X' a New Breed of Consumer. Contributors: Roxanne Patel 1993, Seattle Times - Author. Newspaper title: St Louis Post-Dispatch (MO). Publication date: October 2, 1993. Page number: 1D. © 2008 St. Louis Post-Dispatch. Provided by ProQuest LLC. All Rights Reserved.
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