More attention to Gen X

It appears that Honda has locked in the baby boomer for its Accord and is now interested in securing the next generation, Gen X.  The AdAge article quotes Honda as stating 30% of Accord coupes are sold to people under 35, but the sedan is appealing solidly to the boomer.  Honda believes that the Xer will be drawn to an emotional appeal.  Their campaign includes "Beyond the Road," with ELO's "Hold on Tight" as the soundtrack. Honda will show it on Yahoo, MSN and AOL.  Honda is also sponsoring content on  IMDB, MTV.com and Citysearch, believing they'll reach the Xer there.  What are they not focusing on?  TV.  It's a trend that many advertisers are following, using more Internet advertising, sponsoring, and co-branding, rather than concentrating ad dollars on TV spots.
And that should give libraries hope!   If we look to local websites that we can advertise on, we may increase our chances of reaching our targets -- and do it for a price we can afford.
Link: Advertising Age - Honda's in Hot Pursuit of Gen X.

David Berne, strategic planning director at the agency, said that although the older members of that demographic are moving into their peak car-buying years, they have yet to form strong brand opinions.