Question 1: Generation Y is the subculture that watches the least television and is therefore not exposed to as many commercials as other groups. What can marketers do to communicate effectively with this group? Twenty-first century marketers often have to think outside the box when trying to promote or present a product in today's marketplace. Reflecting on the economic state of Australia, “marketing becomes more important during an economic downturn as consumer spending declines and overproduction and surpluses result.” When trying to market a product to Generation Y, which is a young, sophisticated group (18-29 years old), it would be foolish for a marketing company these days not to target the Internet. As per previous studies it is shown that Generation Y watches the least amount of television compared to Generation X and baby boomers (Reference). A researcher named Timothy Reisenwitz states that “Generation Y is the first generation where Internet consumption exceeds television consumption.” According to this statement, the best way marketers should advertise and promote products or services would be to target the Internet with social media sites like Facebook and Twitter, which are regularly used every day by Generation Y. Generation Y represents the twenty-five percent of the population (McMillan, 2004), with the majority of this 25%, would use social media sites, such as Facebook and Twitter, therefore providing marketers with considerable numbers to target when advertising. Websites and other popular social media sites offer tremendous opportunities for businesses and their advertising efforts because “consumers want to interact with the…middle of paper……6-95. Available at: http://content.ebscohost.com.ipacez.nd.edu.au/pdf23_24/pdf/2009/RTG/01Sep09/49258245.pdf?T=P&P=AN&K=49258245&S=R&D=buh&EbscoContent=dGJyMNXb4kSeqLM4v %2BbwOLCmr0qeqLFS sKa4TbaWxWXS&CustomerContent =dGJyMPGrsFCwq7FOuePfgeyx44Dt6fIA. (Accessed 26 April 2012). Dahlen.M, Rasch. A, Rosengren. S (2003), "Love at First Site? A Study of the Effectiveness of Website Advertising", Journal of Advertising Research, 43 (1), 25-33.Jacoby. J, Kyner. D, (1973) Brand loyalty vs repeat purchasing power. American Marketing Association. Available at: http://www.jstor.org/discover/10.2307/3149402?uid=3737536&uid=2&uid=4&sid=56147387513 (Accessed: 6 May 2012.McMillan. SJ (2004), “Internet Advertising: One Face or Many?" in Internet Advertising: Theory and Research, 2d ed., David Schumann and Ester Thorson, eds. Mahwah, NJ: Lawrence Erlbaum, 15-36.