Generations X and Y Attitude towards Controversial Advertising

• المؤلفون الرئيسيون: Ting, Hiram, Ernest Cyril , de Run
• التنسيق: E-Article
• اللغة: English
• منشور في: Asian Journal of Business Research 2012
• الموضوعات: H Social Sciences (General)
• الوصول للمادة أونلاين: http://ir.unimas.my/id/eprint/1635/1/Generation%2BX%2B%2526%2BY%2BAttitude%2BTowards%2BConventional%2BAdvertising%2B%2528abstract%2529%20%281%29.pdf; http://ir.unimas.my/id/eprint/1635/; http://www.researchgate.net/publication/235338835_Generations_X_and_Y_Attitude_towards_Controversial_Advertising

Segmentation has been useful in advertising decisions and subsequently the generation approach has emerged as a superior segmentation approach. The purpose of this article is to examine the attitudes of generation X and generation Y towards controversial advertising. Structured questionnaires were d...