Adelaide Research and Scholarship : Schools and Disciplines : Business School : Business School

Type:	Book chapter
Title:	Understanding and communicating with Australia's young adults
Author:	Arthur, Damien Sherman, Claire Eloise Appel, D.
Citation:	Youth Brands and Lifestyles / Paulo Ribeiro Cardoso, Sofia Gaio and Jesus Perez Seoane (eds.), pp. 47-59
Publisher:	Fernando Pessoa
Issue Date:	2006
ISBN:	9728830629
School/Discipline:	Business School
Abstract:	This paper provides the reader with an understanding of the defining characteristics of Australia’s young adult market, and proposes an outline for successfully communicating with Australia’s young adults. Part 1 outlines the major findings of the 2005 Lifelounge Urban Market Report to provide the reader with an understanding of what the Australian young adult market values. The Lifelounge Urban Market Report encapsulates the behaviours and attitudes of Australia’s 16-29 year olds who reside in Australia’s major cities based on a qualitative and quantitative research study. Part 2 of this paper proposes a method for marketers to utilise this knowledge and successfully communicate with Australia’s young adults.
RMID:	0020063487
Links to content (authorised users):	Check full text options
Appears in Collections:	Business School

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