The state of the art of advertising from the consumers' perspective: a generational approach

Cheung, Lily, Harker, Debra and Harker, Michael (2008) The state of the art of advertising from the consumers' perspective: a generational approach. The Marketing Review, 8 2: 533-548. doi:10.1362/146934708X314118


Author Cheung, Lily
Harker, Debra
Harker, Michael
Title The state of the art of advertising from the consumers' perspective: a generational approach
Journal name The Marketing Review   Check publisher's open access policy
ISSN 1469-347X
1472-1384
Publication date 2008-05
Sub-type Article (original research)
DOI 10.1362/146934708X314118
Volume 8
Issue 2
Start page 533
End page 548
Total pages 16
Place of publication Helensburgh, United Kingdom
Publisher Westburn Publishers
Language eng
Abstract It has been suggested that consumer attitudes towards advertising have become more unfavourable over the past two generations. Using a systematic literature review, the authors set out to explore the relationship that consumers have with advertising and the impact that advertising has on their lives. The paper considers the way in which consumers use advertising, how consumers select advertising and the complaints that consumers have about advertising and it does so from the perspective of different generations, namely, the "tweens", "generation Y", "generation X", the "baby boomers" and the "builders". The differences between these groups are highlighted, but the paper concludes that the public's basic feelings to advertising have remained stable over the past two generations.
Keyword Advertising
Consumers
Generations
Segmentation
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Unknown

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
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Created: Thu, 21 Mar 2013, 15:40:06 EST by Ms Lilliemay Cheung on behalf of UQ Business School