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作者 Navarrete, Veronica
書名 It's not you, it's me: Generation Me and the public relations strategies to reach it
國際標準書號 9781124788333
book jacket
說明 89 p
附註 Source: Masters Abstracts International, Volume: 50-01, page: 0028
Adviser: Jennifer Floto
Thesis (M.A.)--University of Southern California, 2011
The media landscape has dramatically changed over the past couple decades and continues to evolve. Having grown up with customized media, overflow of information and constantly evolving technologies, Generation Me (Americans born in the late 1970s to the 1990's) proves to be one of the toughest audiences to reach. Some confuse Generation Me's preference towards customized media as a lack of media consumption altogether, while others feel that with one single tweet a majority of the target audience will be reached. Neither is true. This paper will look at the current media environment and the characteristics and behaviors of Generation Me to present the best strategies and tactics necessary to reach the youth target audience
School code: 0208
Host Item Masters Abstracts International 50-01
主題 Business Administration, Marketing
Technical Communication
Mass Communications
Alt Author University of Southern California. Strategic Public Relations
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