What is advertising? A study of the perceptions of Millenials

Laurie, S., Mortimer, K. and Beard, F. (2017) What is advertising? A study of the perceptions of Millenials. Paper presented to: 16th International Conference on Research in Advertising (ICORIA) 2017, Ghent University, Belgium, 29 June - 01 July 2017.

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Item Type:	Conference or Workshop Item (Paper)
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.
Uncontrolled Keywords:	Advertising
Subjects:	H Social Sciences > HF Commerce > HF5801 Advertising
Creators:	Laurie, Sally, Mortimer, Kathleen and Beard, Fred
Faculties, Divisions and Institutes:	University Faculties, Divisions and Research Centres - OLD > Faculty of Business & Law > Business Faculties > Faculty of Business & Law > International Strategy & Business
Date:	1 July 2017
Date Type:	Publication
Event Title:	16th International Conference on Research in Advertising (ICORIA) 2017
Event Dates:	29 June - 01 July 2017
Event Location:	Ghent University, Belgium
Event Type:	Conference
Language:	English
Status:	Published / Disseminated
Refereed:	Yes
Related URLs:	Conference
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URI:	http://nectar.northampton.ac.uk/id/eprint/9665

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