Advertising/ IMC Rationale Recommendations were made based on research conducted in reference to the targeted audience. We are aiming at targeting millennials and generation Z, both generations have higher incidences of entrepreneurship or the desire to become one. They are very digital savvy generations, although gen Z is inclined to want more personal communication. Both generations desire to be engaged and entertained in a concise manner as they tend to be on the go. They are loyal to brands that speak to their values. They are sharing generations and it amplifies with gen z as they desire to help others. This provides various opportunities for Raising Cane’s as the target audience’s values align to a certain extent with that of the brand. Focusing on engaging consumers on a personal level whether in person or with a digital interactive presence while providing opportunities to give back to the community will be a step forward in establishing relationships and fostering brand loyalty among its target audience.
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