PERCEIVING THE ADVERTISING IN GENDER-GENERATIONAL CHARACTERISTICS
Journal Title: Polish Journal of Management Studies - Year 2018, Vol 18, Issue 1
Abstract
As a primary objective of this study, data were evaluated in the areas of advertising perception and the relationship between gender-generational characteristics was pointed out (generation Y and Z), moreover the selected types of advertising were mentioned. The types of advertising (advertising on TV, social networks, etc.) can acquire various forms (most annoying, most trusted, etc.) in gender-generational characteristics, which can affect the reputation of the organization. The data were obtained through a questionnaire research. The sample consisted of 296 responses. The data collection was implemented in early 2018. A significant difference was found in the perception of advertising in all dimensions among the categories of gender-generational characteristics except the 'most memorable'. Differential analysis was carried out, where significant differences occurred in a number of cases. Furthermore, a correspondent analysis was applied, in which the areas of perceptions of advertising had shown very close relations in several cases. The disadvantage of the research is that it is realized only in Slovakia.<br/><br/>
Authors and Affiliations
Radovan Bačík, Richard Fedorko, Martin Rigelský, Mariusz Sroka, Alexandra Turáková
Keywords
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- EP ID EP428244
- DOI 10.17512/pjms.2018.18.1.04
- Views 74
- Downloads 0
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