One of the most important forms of communication required to convince the audience including the viewers, readers or listeners for the purpose of making the purchase or taking some or other actions related to products, information or services. In this research paper, the discussion has been focused on the extent to which advertisement can impact and influence the decisions related to purchases. In order to complete the analysis, the influence of advertising on purchasing habits of Generation X and Generation Y will be discussed in the United Kingdom. General X includes the people who were born in mid-1960 to early 1980s while the generation B includes the people born in 1980 to 2000. The analysis will be done on the aspects such as the differences in the type of product sought, difference in the search of products, difference in marking the effectiveness of different kinds of advertisements used and difference in effectiveness of media forms used by the people of both the generation. Further, recommendation will be given to the most appropriate kind of media campaign plan to reach every demographic group.
The entire world is flooded with different forms of mass media such as television, advertising, films, videos, magazines, movie, music, etc. There are a large number of sources of advertisements in the present world. While the people of some of the generations view the advertisement on the newspaper, other might like to see the same on internet. There are a number of factors which impact the behavior of the influence of advertisement purchases for different generations. Advertising may be defined as subset related to the promotional mix including product, price, place and promotion. As per the promotional strategy, advertising becomes one of the most important tools for the marketers. The evolution of advertisement can be marked from the ancient times.
The societies from the past have been using a number of symbols and pictorial signs for the purpose of attraction of their users. Over the past, different promotional strategies have been used by different generations for the purpose of promotion of the products. During the early times, there were a number of handmade products for the purpose of promotion. During the times of 1980’s, they gathered more and more strength and new mechanisms were introduced. In the present times, advertisement has become one of the most important sources related to communication between the user of the products and its manufacturer (Nyren, 2005). Any organization in the world can be popular as a brand if they use advertisement for the purpose of promotion. It is because of advertisements that they have been successful in influencing the customers.