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Marketing Communication Mix
Pickton and Broderick (2001) cite Kotler et al. in defining IMC as "the concept under which a company carefully integrates and co-ordinates its many communications channels to deliver a clear, consistent and compelling message about the organization and its products" (p.16) Consumers all over the world became more demanding and accurate in their choice. It has sharpened the competition between the companies, making the latter fight severely for their existing and potential customers. Therefore, it is absolutely necessary to identify significant problems that might be an obstacle in communicating with young people from Europe to be able to work out successful marketing campaigns.
The growing importance of European youth market is caused by several reasons:
• Teenagers' tastes and preferences are different from those of their older generations;
• Young people's values have been seriously transformed since the past decade;
• Economic situation in the major European countries favors average income increase of the family, which impacts the income of a teen aged child;
• Youngsters become more and more independent as they pursue the goal of getting a part-time job to provide additional needs for themselves. Thus, it increases their personal purchasing power;
• Youth's perception of the world is different from their previous generations. Therefore, particular communication tools are needed to appeal to their feelings and tastes.


Regarding all the reasons stated above, it is necessary to distinguish two sets of factors that might influence marketing programs for young people across Europe these includes objective factors and subjective ones. As for the first group, it comprises size of a family, income level, and social status to some extent. They are called objective, cause they are usually hard to influence, and are quite clear set. As for the second group, it is much broader. It consists of cultural factors, internal...