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.
|Publication status||Published - 1 Jul 2017|
|Event||16th International Conference on Research in Advertising (ICORIA) 2017 - Ghent University, Belgium|
Duration: 1 Jul 2017 → …
|Conference||16th International Conference on Research in Advertising (ICORIA) 2017|
|Period||1/07/17 → …|