1. Do you agree that targeting millennials is a good decision for the two brands described? Those born from 1980 to 2000 are often referred to as millennials, and marketing planners and marketing communication planners look to target this group with specific marketing strategies or marketing communication strategies. Research indicates that, compared to older generational cohorts

(baby boomers, Generation X), millennials are more likely to shop for consumer goods, try new products, pay a premium for unique products, see brand as less important, and avoid brands that have a poor environmental reputation. However, one millennial who works in advertising suggests that "Millennials are (Ç)svetikd/iStock more like everyone else than most marketers are willing to talk about," and questions whether this group is distinctly unique for targeting purposes.

Nevertheless, a number of companies and brands a忧empt to sway this group with varying degrees of success, as shown with Birks and Diageo Canada.