Effectiveness of TV Advertising when Targeting Generations Y and X.

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Effectiveness of TV Advertising when Targeting Generations Y and X.

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

Effectiveness of TV Advertising when Targeting Generations Y and X.

Popis výsledku anglicky

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

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2014

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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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Počet stran výsledku

8

Strana od-do

186-194

Název nakladatele

EKONÓM

Místo vydání

Bratislava, Sk

Místo konání akce

Bratislava, SK

Datum konání akce

1. 1. 2014

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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