Journal of Advertising Research · 2017 · 100 citations · 6 references
BusinessMarketingMarketing ManagementAdvertisingMarketing StrategyStrategic MarketingAdvertising AudiencesAdvertising DesignAdvertising ManagementAdvertising PersuasionAdvertising PsychologyAdvertising StrategyAudience Interpretation Of AdvertisingConsumer Attitudes Toward Ads
In his review of the Advertising Research Foundation's 80 years of research, Horst Stipp ([2016][1]) reminded us that a prerequisite for effective advertising is understanding the changing consumer. “Generation Z have become the next generational focus,” Stipp, an Advertising Research Foundation
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Jack G. Kaikati · International Journal of Advertising · 1987 · 206 citations
Business, Communication, Marketing +17
Steve Oakes, Adrian C. North · Journal of Advertising Research · 2013 · 20 citations