Effectiveness of TV Advertising when Targeting Generations Y and X.

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F26968631%3A_____%2F14%3A%230000121" target="_blank" >RIV/26968631:_____/14:#0000121 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Effectiveness of TV Advertising when Targeting Generations Y and X.
Original language description
More and more marketers talk about ineffectiveness of TV advertising, so we have decided to analyze perception of TV advertising by two generations, generation Y and X. The goal of this research is to compare influence of age on perception of TV advertisement by focusing on generation X and Y and suggest some occasions and products to increase effectiveness of TV advertising for generations Y and X. We suppose that TV advertising i n f l u e n c e g e n e r a t i o n Y h a r d e r t h a n g e n e r a ti o n X . W e a l s o a s s u m e t h a t p e r c e p t i o n o f creative content of advertising is different in both generations. The re-search was done on basis of focus groups and short questionnaire, both based on secondary literature review. The study provides evidence of the most important factors that contribute to short and long term performance of advertisements targeting generations X and Y. One of findings is that generation Y is harder to influence by TV advertising than gen
Czech name
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Czech description
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Publication year
2014
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Application of Knowledge in Process of Business Dynamization in Central Europe: proceedinges from 5th International Scientific Conference on Trade,International Business and Tourism.
ISBN
978-80-225-3994-4
ISSN
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e-ISSN
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Number of pages
8
Pages from-to
186-194
Publisher name
EKONÓM
Place of publication
Bratislava, Sk
Event location
Bratislava, SK
Event date
Jan 1, 2014
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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