The UNLV (University of Nevada, Las Vegas) African Americans undergraduate students perception of advertising spots

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Authors
Bonify, Elisa
Issue Date
2016
Degree
MSc in Marketing
Publisher
Dublin Business School
Rights
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Abstract
When looking toward the future prospects of the African American demographic some key factors indicate a fertile economic opportunity for corporations. Their $1.03 trillion growing buying power is a target to definitely considerate as marketers (Ester E.T. Franklin, 2014). Previous research found that African American tend to respond positively to advertising and consume television and video at higher rates than the general population, but don't feel valued and acknowledged by marketers (Ester E.T. Franklin, 2014) who are essentially targeting ethnic groups by adapting advertisings dedicated to the white dominance (Delbert Hawkins, David Mothersbaugh, 2009) . Previous findings showed that they don't feel well portrayed and understood as a culture in the advertising industry. But what about the new generation? This generation Y ultra connected. This research look at the perception that African American of the Y generation have of advertising. While numerous studies has been conducted on the subject, none of them focused on the Y Generation which is considered the most interconnected and technologically friendly generation in the current workforce. Paul Peter and Jerry Olson (1996) in discussion of subcultures and social class in their Consumer Behavior textbook postulate that “Consumers in different age categories are likely to have somewhat different values, cultural meanings, and behavior patterns. Partly, this is because people in these age categories grew up in different decades with different cultural experiences." Do the African American Y Generation think in the same way? We conducted a survey among 300 students living in Las Vegas, most advertised city in the world. Author keywords: African American, advertising, perception, attitudes, behaviour, Y Generation, USA