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The Boston Globe


Generation Y a tough target for marketers

Millennials swimming in a sea of commercials

Anna Volain is an especially hard sell when it comes to sales pitches. The 20-year-old Boston University student has grown up in an unprecedented sea of advertising — delivered not just through print, radio, and television but by computers, hand-held devices, product placements in movies and television, and all sorts of social media.

But unfortunately for marketers, Volain and other millennials — generally defined as people born after 1980 — have also become skilled at finding ways to avoid the constant stream of advertising. They skip past ads, block them, or simply ignore the come-ons.

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