78 million Baby Boomers, 79 million Millenials. Some marketers fear that the multi-tasking Millenials who listen to music, play video games, watch TV and web surf all at the same time, are not hearing the messages of classical advertising. Marketers must learn how to address the new multi-tasking communication style chararterized by this age group.

Marketers are suggesting that word-of-mouth attained through social networks is gaining more credence and influence and that classic advertising is losing ground; advertising must change if is to address the media usage patterns of the Millennials.

“…the most successful companies will be those that continually reinvent ways in which they build their brands, use integrated marketing, find ways to make the marketing results more accountable, and recreate their internal marketing teams..” — Bob Liodice, president and CEO of the Association of National Advertisers, quoted in Mediaweek.

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