Chapter 7: Advertising to digital natives: a hybrid and disruptive way to communicate
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This chapter tackles questions related to the way in which advertisers should attract young people. It is neither a question of explaining to advertisers how to communicate to this target, nor of drawing a portrait of these young people evolving in the digital world they have always known. Instead, this chapter attempts to analyze the evolution of the technological environment and, consequently, the commercial communication media used by companies, to understand how digital natives perceive advertisements and why it is critical for companies to shift to a more hybrid and disruptive form of communication when it comes to the youth market.

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