Generatie Einstein / slimmer, sneller en socialer : communiceren met jongeren van de 21ste eeuw
Groen, Inez / Boschma, Jeroen
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- Author
- Groen, Inez / Boschma, Jeroen
- Publisher
- Pearsons
- ISBN
- 9789043010948
- Language
- Dutch
- Condition notes
- 2006, 160 pp, paperback
- Category
- Textbooks › Psychology
About this book
TV adverts no longer work; websites are being launched that no young person visits; behaviour-changing campaigns are being roundly criticised by young people; films flop at their premieres… everyone agrees: young people are a terribly difficult target audience to reach. Or is it just an illusion? This book is about a new generation: Generation Einstein. They read the news like journalists. They watch films like directors. They view adverts like advertisers. This first positive, smart generation demands a completely new approach. Because if you get your communication wrong, you’ll lose them. For good. Then they’ll remain indifferent or even turn their backs on you. Young people of the 21st century have different expectations of communication, of advertising, of the media. This book provides a comprehensive description of this new generation and its unique characteristics, and offers practical guidance on how to communicate with them in a way that works. Jeroen Boschma (1966) is co-founder and creative director of the communications agency Keesie. Inez Groen (1968) works as a consultant at the agency. Keesie was founded in 1998 and specialises in consultancy, communication and advertising aimed at children, young people and their environment. ‘These young people belong to the first generation that is not afraid of information and technology. Parents and teachers can learn a great deal from this.’ PROF. DR. WIM VEEN – PROFESSOR OF EDUCATION AND TECHNOLOGY, DELFT UNIVERSITY OF TECHNOLOGY ‘Young people always communicate faster and differently from adults, and this book provides a fantastic tool for bridging the communication gap.’ DR STEVEN VAN EIJCK YOUTH COMMISSIONER ‘An excellent book for marketers aged 30 and over who want to avoid projecting their own experiences of youth onto this generation and thereby (often) missing the mark with products and communications aimed at this target group. Furthermore, this is the first book to offer a positive – and therefore inspiring – perspective on this generation of young people.’ DR JANINE GEYSSEN, COMMUNICATIONS MANAGER AT POSTBANK