What is advertising? A study of the perceptions of Millenials

Research output: Contribution to conference typesPaperResearchpeer-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 languageEnglish
Publication statusPublished - 1 Jul 2017
Event16th International Conference on Research in Advertising (ICORIA) 2017 - Ghent University, Belgium
Duration: 1 Jul 2017 → …
http://www.europeanadvertisingacademy.org/conference2017/

Conference

Conference16th International Conference on Research in Advertising (ICORIA) 2017
Period1/07/17 → …
Internet address

Fingerprint

Millennials
Persuasion

Cite this

Laurie, S., Mortimer, K., & Beard, F. (2017). What is advertising? A study of the perceptions of Millenials. Paper presented at 16th International Conference on Research in Advertising (ICORIA) 2017, .
Laurie, Sally ; Mortimer, Kathleen ; Beard, Fred. / What is advertising? A study of the perceptions of Millenials. Paper presented at 16th International Conference on Research in Advertising (ICORIA) 2017, .
@conference{0ba46532ca6a4e2385c7eff0cf4761cf,
title = "What is advertising? A study of the perceptions of Millenials",
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.",
author = "Sally Laurie and Kathleen Mortimer and Fred Beard",
year = "2017",
month = "7",
day = "1",
language = "English",
note = "16th International Conference on Research in Advertising (ICORIA) 2017 ; Conference date: 01-07-2017",
url = "http://www.europeanadvertisingacademy.org/conference2017/",

}

Laurie, S, Mortimer, K & Beard, F 2017, 'What is advertising? A study of the perceptions of Millenials' Paper presented at 16th International Conference on Research in Advertising (ICORIA) 2017, 1/07/17, .

What is advertising? A study of the perceptions of Millenials. / Laurie, Sally; Mortimer, Kathleen; Beard, Fred.

2017. Paper presented at 16th International Conference on Research in Advertising (ICORIA) 2017, .

Research output: Contribution to conference typesPaperResearchpeer-review

TY - CONF

T1 - What is advertising? A study of the perceptions of Millenials

AU - Laurie, Sally

AU - Mortimer, Kathleen

AU - Beard, Fred

PY - 2017/7/1

Y1 - 2017/7/1

N2 - 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.

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.

UR - http://www.europeanadvertisingacademy.org/conference2017/

M3 - Paper

ER -

Laurie S, Mortimer K, Beard F. What is advertising? A study of the perceptions of Millenials. 2017. Paper presented at 16th International Conference on Research in Advertising (ICORIA) 2017, .