Effects of Traditional Advertisements to Consumer Domain to Selected Millennials of Barangay Lower Bicutan Taguig City

“Millennials”, who have never known a world without Facebook and selfies, is comprised of young adults born from the 1980s to 2000s, and is dominating the new millennium. As the largest living generation, millennials influence each other’s purchasing habits. Unlike any other generations, millennials are unique as they are the most diversed generation among all. Another is the millennials live in accordance to technology revolution which means they have at least an average to high level of technological literacy. They are used to being connected to each other. Marketers today face a huge obstacle when trying to reach young consumers. Consumers today want a different relationship from what they are getting right now from many brands, explained Foster, because social media has changed and continues to change everything. Millennial, who came of age with the Internet, have the highest levels of trust in online and mobile formats, followed closely by Generation X. While that may not come as a surprise, it’s not just online and mobile advertising formats where Millennial exceed the average. The survey- questionnaire were distributed among the millennials of barangay Lower Bicutan, Taguig City. The researchers grouped the respondents according to age bracket for the reason of getting various views from different age divisions. This study will show how traditional advertisements affects the millennials base on the AIDA Concept. The study will emphasize what part in the Aida concept, milleannials tends to stop while using/viewing Print Advertisements, Television Advertisements and Radio advertisements. The researchers chose the AIDA concept because it is widely used in marketing and advertising to describe the steps or stages that occur from the time when a consumer first becomes aware of a product or brand through when the consumer tries a product or make a purchase decision. As defined by Hackley (2005), the concept AIDA, created by Strong in 1925 is a behavioral model that has a purpose to make sure that an advertisement raise awareness, stimulate interest, and leads the customer desire and eventually action.

Authors

Campo, Jessa

Cuazon, Allen Nikki

Decatoria, Georickson

Garcia, Patricia Mae

Po, Janmel

Year Completed

Research Type