McCarthy's principles and generation Y

Although McCarthy’s four ‘P’s still form the basis the promotional activity is centred around publicity. Brands are seen as being of poor design if they have to rely on promotional methods which do not endorse the product through usage and their word-of-mouth recommendation based on experience.

Sponsorship has developed in this area as only being supportive to a brand if its inclusion to an event brings added value to the target audience; this means that if the sponsorship can be removed without damaging the activity then it is seen as gaining an unwelcome free ride to the activity. This is regarded by Generation Y as a reason to turn away from the brand.

This group of consumers is soon to become the most dynamic purchasing section of the market what with their keenness to demonstrate they have ‘become older, younger’, their concentration on wanting to be seen as an individual & their increase in spending ability combined with lifelong loyalty to particular brands that share the same values as they hold.

Terrorist forms of marketing, where they ride on the back of established brands without any actual connection to the brand, is some of the most noticeable, cheapest & effective forms of promotion. This area is being clamped down on by the bigger brands but the true innovator will be able to keep on step ahead of the bureaucracy & win over the loyalty of Generation Y.