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Download All Eyes East: Lessons from the Front Lines of Marketing to by M. Bergstrom PDF

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By M. Bergstrom

All Eyes East: How chinese language formative years will Revolutionize international advertising offers manufacturers seeking to capitalize in this new international order with the perception they should comprehend and seize the world's strongest viewers. Bergstrom offers insights into chinese language adolescence, revealing what makes them distinct from their opposite numbers round the world.

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Extra info for All Eyes East: Lessons from the Front Lines of Marketing to China’s Youth

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The post-90s, having grown up in an era of constant growth, see their role as disruptors. While youth primarily identify with the decade into which they were born, some also feel and exhibit alignment with other generations (these jumps can happen in under five years). While youth and the media expound on these differences, marketers 34 ALL EVES EAST need to be careful about overtly targeting one generation at the expense of another. Each generation sees itself as separate-and superior. LOOKING FORWARD This chapter is meant to help you think more deeply about connecting to youth.

In tone, story line, detail and emotion, Old Boys hit a home run for Chevrolet's relationship with the post-80s. The car is not the star, but rather it is the post-80s themselves, a generation that feels both physically on stage and emotionally waiting in the wings. The film's creators made specific choices to enable this deep connection. The use of Michael Jackson as a cultural anchor linked the film with the post-80s generation. As Ren describes, "If you are a post-80s, your memory still holds some old things ....

Online and on the streets, the post-90s are strutting fresh ideas in the face of old ones. While \ the post-80s drove the notion of status and consumption, the post90s provided a public relations campaign for rebellion. 24 ALL EVES EAST VERY EROTIC, VERY VIOLENT When the post-90s entered middle school and high school, free and personal expression online was a given. The first free blog hosting service (BlogCN) had been around since 2002, providing a platform to invent Internet celebrities and to broadcast shock topics to push at China's moral boundaries.

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