Author: Huong Yiew Ting
Publisher:
ISBN:
Category : Cohort analysis
Languages : en
Pages : 318
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Book Description
The thesis aims to investigate attitude towards advertising (Aad) by delving into the modeling effect of three behavioural constructs (belief, attitude and behavioural intention) between two forms of advertising, namely advertising in general and specific controversial advertising. As such, the antecedent-to-consequence and general-to-specific relationships are determined simultaneously. All relationships are then further examined across generational cohorts in the model. Despite the abundance of literature on advertising in general and its association with specific advertising in the West, the validity of these findings in the East, especially the emerging markets, is continually being questioned. Evidence on the relevance of Aad in general to Aad of specific products, particularly controversial products, is found greatly wanting. There is an obvious theoretical gap in literature pertaining to the antecedent of Aad of controversial products. As a result, the effect of Aad in general on Aad of controversial products remains largely unanswered. There is also a lack of empirical research to explicate the actual generational cohorts in different contexts. Marketing literature on segmentation approach using generational cohorts is predominantly based on western sources. Generalizing western findings in void of theoretical implication remains a matter of serious concern. Consequently, little is known about use of generational cohort in understanding Aad in emerging markets.
Author: Geoffrey E. Meredith
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 394
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Book Description
If you could buy a book that would predict the buying behavior of millions of people, you'd buy it, right? Defining Markets, Defining Moments explains the author's concept of cohort marketing," an extremely focused approach of generational marketingthat enables managers, salespeople, and marketing specialists to understand and predict a generation's particular attitudes, desires, preferences and buying behaviors -- even when they enter new lifestages. The book outlines the seven generational groups that are currently affecting the marketplace -- and the new ones that are emerging. And it presents new marketing models and practical advice, based on the author's experience with Fortune 500 companies, for tapping the minds, and pocketbooks, of various age groups. The text discusses key physical, socioeconomic, and emotional factors that influence a particular generation's behavior or profile."
Author: A. Parment
Publisher: Springer
ISBN: 1137440783
Category : Business & Economics
Languages : en
Pages : 203
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Book Description
Marketing to the 90s Generation is based on original research conducted by sociologists and psychologists on generational cohorts, how they come about, what defines them and what it means to society, its institutions and companies.
Author: Michael T. Ewing
Publisher:
ISBN: 9781863426183
Category : Generation X.
Languages : en
Pages : 15
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Book Description
Author: Jeff Fromm
Publisher: AMACOM
ISBN: 0814439284
Category : Business & Economics
Languages : en
Pages : 247
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Book Description
With bigger challenges come great opportunities, and Marketing to Gen Z wants to help you get ahead of the game when it comes to understanding and reaching this next generation of buyers. Having internalized the lessons of the Great Recession, Generation Z blends the pragmatism and work ethic of older generations with the high ideals and digital prowess of youth. For brands, reaching this mobile-first and socially conscious cohort requires real change, not just tweaks to the Millennial plan. In Marketing to Gen Z, businesses will learn how to: Get past the 8-second filter Avoid blatant advertising and tap influencer marketing Understand their language and off-beat humor Offer the shopping experiences they expect Marketing to Gen Z dives into and explains all this and much more, so that businesses may most effectively connect and converse with the emerging generation that is expected to comprise 40 percent of all consumers by 2020. Now is the time to learn who they are and what they want!
Author: A. Parment
Publisher: Springer
ISBN: 1137440783
Category : Business & Economics
Languages : en
Pages : 267
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Book Description
Marketing to the 90s Generation is based on original research conducted by sociologists and psychologists on generational cohorts, how they come about, what defines them and what it means to society, its institutions and companies.
Author: Changchun Xuan
Publisher: Taylor & Francis
ISBN: 1000646475
Category : Business & Economics
Languages : en
Pages : 149
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Book Description
The book aims to evaluate social media users’ attitude towards social media advertising in mainland China. By conducting a large-scale national survey in China (N = 4,172), the author systematically and comprehensively examines factors that influence social media users’ attitude towards social media advertising. Integrating the perspectives of sociology, psychology, communication and advertising, the author discusses the influencing factors from the standpoints of consumers, social media platforms, and culture, and the mechanisms among them. Moreover, this book demonstrates the heterogeneity among mainland Chinese consumers, as well as their similarities and differences from American consumers. The book appeals to scholars and postgraduate students in the fields of marketing and advertising, and those advertising practitioners who are interested in the Chinese market.
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1522517944
Category : Business & Economics
Languages : en
Pages : 1838
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Book Description
Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
Author: Anders Parment
Publisher: Routledge
ISBN: 1136631224
Category : Business & Economics
Languages : en
Pages : 187
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Book Description
Generation Y in Consumer and Labour Markets explores the role of people born in the late 1970s and 1980s as consumers and coworkers in an emerging post-modernist society. Having grown up in a branded society overcrowded with commercial messages and a never-ending supply of choices and opportunities, Generation Y not only influences consumption patterns, they also bring their values to work life, thus changing the attitudes towards the employee-employer relationship and how work is being done. Generation Y particularly see work as a venue of self-realization and the boundaries between work and leisure time are becoming blurred—thus the consumer and labor markets converge in some critical dimensions. This book delves into the substantial research body on characteristics and behaviors of the Generation Y, including their relation to other generations and the role of understanding generations in developing effective and attractive organizations. It further outlines the experiences and best practice for attracting, recruiting, selling to, and communicating with Generation Y, based on the author’s experiences from hundreds of organizations where he has been involved as a consultant – offering the reader a better understanding of generations in marketing research, and the impact of generations in employee-employer relations.
Author: Kathleen McKee
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 164
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Book Description
Advertising on the internet is growing at the fastest rate of any medium today (Internet Advertising Bureau & PwC Advisory Services LLC, 2018, 2019). However, advertisers are struggling with understanding consumers’ preferences and how to effectively reach and relate to them. There is conflicting evidence on the effectiveness and preference of consumers when it comes to personalized marketing. Generation Z is the newest adult cohort and is estimated to account for 40 percent of all consumers in the United States (Perlstein, 2017). However, marketers have not started to focus efforts on understanding this cohort’s preferences for online advertising in general, and specifically personalized marketing efforts. Social influence and the theory of planned behavior provide insight into how a consumer’s attitudes influence behaviors. The research model was tested using a survey of 471 Generation Z students. This research study contributes to the limited knowledge on the preferences of Generation Z consumers for personalized marketing, how non-personalized advertising leads to advertising avoidance and brand avoidance, and the resulting effects on brand loyalty, while expanding on existing theories of social influence and the theory of planned behavior.
