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Across the Ages: Generations X, Y and Z
In the IQ Analysis story "Setting Their Sites on Generation 'Y'"
[IQ News, Aug. 9], the author notes that "despite their overall cynicism, teens are, in fact, receptive to marketing messages, as long as those messages are pertinent, well-executed and enticing."
Well, isn't that a fair description of ad receptivity for any living, breathing human being? Most people I know don't want impertinent, badly executed and unenticing ads, which sums up most of what's found in print, on air and online these days.
Forget generations. Understand humans. Certainly, what one likes on the surface at age 12 is different from ages 22, 32, 42, etc. and drives purchasing decisions. What people value and believe doesn't vary much from generation to generation. If you miss that fact and just try to sell to an age group, you'll always miss the mark. Who doesn't have "B.S. detectors that just go off the charts if lied to"? That's not just cynicism, that's simply trying to figure out life in a highly complex, technically complicated, overly commercialized society--which also has lots of liars in the boardroom, the Oval Office and on the tube.
What can be more forced and phony than the tragically cool and terminally hip look that most modern advertising tries to affect? Is there really a question why B.S. detectors are going off the charts?
Tom Cammarata
Principal, creative director
Coyote Hill Advertising
Middletown, Calif.
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Airport Ads Target
A Captive Audience
It's the last nail in the coffin in the war against the traveler--advertising on the luggage carousel [Adweek, Sept. 6]. Now, I'll never get home. Can't you picture it? The agency media buyers meet with the sales staff of the carousel ad firm, and the dialogue goes something like
this: "I need to improve my CPM. Can you hold luggage back another 25 minutes, so I can get a few more turns of the carousel and more exposure for my ad?"
Gene Cofsky
President
TedLor Marketing, Tarzana, Calif.

For the Record Credit for Kay Allison's photo [Art & Commerce, Aug. 23] goes to Karen Hirsch.