A survey of 2,574 U.S. consumers commissioned by nontraditional marketing agency Jack Morton reports (via Adrants and MediaBuyerPlanner) that Gen Y consumers prefer live marketing over TV and Internet advertising. Seventy percent of 13- to 23-year olds surveyed said experiential marketing is extremely or very influential on their opinion of a product or brand.
Sixty-five percent said participating in an event would cause them to act more quickly to purchase a product.
Seventy-six percent said that participating in an event would make them more receptive to the brand or product's advertising, and 74 percent said participating in a live marketing experience is something they would tell others about.
