At the moment, marketers face with the task of adapting advertising for different generations of consumers. These generations have grown up in different economic, social, and political conditions, respectively. They have different values and interests that marketers need to know to create successful advertising for them. Today, there are three main age groups: generation x – born between 1963 and 1980, millennials or generation y – born between 1981 and 1996, and generation x – born after 2000.
Generations x, y, and z have different attitudes towards online advertising. In the study by Rudenko et al. l (2021), generation X is the most sensitive advertisement. Generation X prefers to receive text information instead of pictures. They support the availability of alternatives when choosing a product or service and carefully analyze the manufacturer’s quality and reliability.
Generations y and z have already developed an immunity to conventional marketing methods. Generations of Y and Z that have grown up in the context of the development of information technology need a more creative and interactive approach. Millennials have digital ad avoidance skills that challenge marketers.
They distract themselves during advertisements, which means they will not fully listen to, read, or watch the advertisements provided (Munsch, 2018). According to Androsova and Hramkina (2016), generation Y pays attention to beautiful advertising, brand awareness.² Generation Z was born with the Internet. They constantly use social networks, and the Internet is an integral part of their lives. They trust well-known brands and opinion leaders.
Generation X has spent most of their lives without the Internet and social media, so they are not active on social networks. However, very often, they share different content. About “x”, it is possible to use traditional advertising techniques: exaltation of one’s own brand over others, recognition, creation of artificial scarcity, a detailed description of the benefits for the consumer, the use of feedback to feel the value of the consumer.
The leading platform for them lately is Facebook. Millennials and people after the 2000s now spend much time on mobile devices, forcing companies to adapt. In addition, although people often use social media on personal computers, mobile devices and applications are preferred. Thus, creating more catchy but not too long ads is necessary. Marketers effectively use videos with music, humour, and visual information.
To summarize, it is necessary to consider each generation’s characteristics when creating an ad. Each generation is a particular target audience, which requires a unique approach, various tools, and marketing techniques. Each generation, x, y, and z, has its level of trust in brands, multiple sources of information, preferences in products and services, and attitude towards advertising. By considering all these factors, it is possible to create advertising that will reach a large audience and improve business prospects in the future.
[i] Rudenko K., Davidyan M., Kuznetsova O (2021).What kind of advertising “catches” generations X, Y, Z. Structural and Technological Transformation of Russia: Problems and Prospects. From the GOELRO plan to the present day.
Differences in attitudes towards Internet advertising among generations X, Y, and Z
This article has a topic similar to project work. It describes the peculiarities of thinking and behaviour of generations X, Y, and Z concerning advertising on the Internet. The features of these generations are considered, based on which it is possible to build a strategy for promoting the brand.
For example, Generation Z’s preference for visual ad design and trust in influencers is considered.
Issues on Advertising of Today's Generation
This article also examines the issue of differences between generations X, Y, and Z in the context of advertising on the Internet. However, this article focuses more on the causes of different characteristics of generations in response to advertising and the effectiveness of specific marketing techniques. It describes thinking, behavior habits in the network, the distribution of financial costs, and the environment in which these generations grew up. As an example, the attitude of Generation Z to the purchase of expensive types of property such as housing and cars is examined.
This article looks at techniques for capturing and retaining the attention of Millennials (Gen Y) and Gen Z. The features of these generations, their interaction with advertising content in the network, and possible strategies for attracting them are taken into account. An example of such a strategy is short videos with music and humor to attract the post-2000 generation.
I used the data to create an advertising strategy for these target audiences, taking into account their characteristics of behavior and thinking.
From this article, the researcher used the characteristics of these generations and their habits in different areas of life. Also, this article provided a general concept of the theory of three generations, which is further used in the design work.
The article provided data on possible methods of communication with generations of Y and Z and their responses (for example, how digital distraction among millennials during advertising).
Critical thoughts and conclusions from article 2
There is a theory according to which generations are divided into x, y, and z, who grew up in different periods of technological progress and hence had a different experience of interacting with the Internet and specifically with advertising in it.
X – due to the lack of the Internet, most of their lives are readily amenable to digital advertising. However, they have the habit of analyzing the purchases they choose and distrusting brands.
W – grew up during the formation of the Internet, are resistant to traditional advertising, are inconsistent in choosing a brand.
Z – the generation that grew up at the time of the development of the Internet and cannot imagine life without it. They spend much time on social networks, trust brands and opinion leaders.
Critical thoughts and conclusions from article 2
There is a theory according to which generations are divided into x, y and z, who grew up in different periods of technological progress and hence had a different experience of interacting with the Internet and specifically with advertising in it.
X – due to the lack of the Internet, most of their lives are easily amenable to digital advertising, but they have the habit of analyzing the purchases they choose and distrusting brands.
W – grew up during the formation of the Internet, are resistant to traditional advertising, are inconsistent in choosing a brand. They have a desire to lead a fashionable, healthy lifestyle that can be used in an advertising campaign.
Z – the generation that grew up at the time of the development of the Internet and cannot imagine life without it. They spend a lot of time on social networks, trust brands, and opinion leaders. Advertising through famous bloggers and on social networks is quite effective.
Due to the peculiarities of behavior and thinking, different approaches in advertising are applied to different generations:
X – traditional types of influence can be applied to them. Little experience of online life allows them to use artificial scarcity for them and create an image of the importance of consumers in the form of questionnaires, surveys, and other methods. Also, public activity is manifested in content sharing, which allows the implementation of viral advertising.
Y – require a creative approach to advertising and the ability to catch their attention because they have already developed immunity to conventional advertising. They consider the opinions of other consumers on forums and review sites, brand awareness, and brand awareness.
Z – prefer visual information, short duration of acquaintance with advertising, and trust opinion leaders (bloggers, actors, music performers).
Hope you have understood today’s advertising by reading this article (Advertising of Today’s Generation).