What is advertising? A study of the perceptions of Millenials

Sally Laurie; Kathleen Mortimer; Fred Beard

What is advertising? A study of the perceptions of Millenials

Sally Laurie, Kathleen Mortimer, Fred Beard

Research output: Contribution to Conference › Paper › peer-review

Abstract

This paper contributes to the recent debate of how to define Advertising. The study explores the meaning of Advertising for Millennials in the UK and US. The results indicate that Millennials use the term Advertising in a generic way, seeing it as Companies promoting a product or service to people through media. They perceive Advertising to be more sales orientated and company based than recent definitions. There are also clear differences between the definitions for the two countries, with the UK definition being more about informing and the US definition being linked to persuasion. Implications of these findings are discussed.

Original language	English
Publication status	Published - 1 Jul 2017
Event	16th International Conference on Research in Advertising (ICORIA) 2017 - Ghent University, Belgium Duration: 1 Jul 2017 → … http://www.europeanadvertisingacademy.org/conference2017/

Conference

Conference	16th International Conference on Research in Advertising (ICORIA) 2017
Period	1/07/17 → …
Internet address	http://www.europeanadvertisingacademy.org/conference2017/

Cite this

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AB - This paper contributes to the recent debate of how to define Advertising. The study explores the meaning of Advertising for Millennials in the UK and US. The results indicate that Millennials use the term Advertising in a generic way, seeing it as Companies promoting a product or service to people through media. They perceive Advertising to be more sales orientated and company based than recent definitions. There are also clear differences between the definitions for the two countries, with the UK definition being more about informing and the US definition being linked to persuasion. Implications of these findings are discussed.

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What is advertising? A study of the perceptions of Millenials

Abstract

Conference

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