Have “Millennials” Embraced Digital Advertising as They Have Embraced Digital Media?

REFERENCES

• Abernethy , A. M. Physical and mechanical avoidance of television commercials: An exploratory study of zipping, zapping and leaving . Proceedings of the American Academy of Advertising , Edited by: Holman , R. pp. 223 – 231 . The American Academy of Advertising . Reno, Nevada, March 30–April 2
   Google Scholar
• The Ad Age Annual 2012 . 2011 . Advertising Age 2 – 22 . December 9
   Google Scholar
• AdReaction . 2010, January 26 . “ Brands +Consumers + Social Media: What marketers should know about who's getting social and why ” . In Dynamic Logic Retrieved from http://www.dynamiclogic.com/docs/presentations/2011/07/12/dl_adreaction_ommasocial_jan2010.pdf
   Google Scholar
• Bagliano , C. and Morana , C. 2012 . The great recession: U.S. dynamics and spillovers to the world economy . Journal of Banking & Finance , 36 ( 1 ) : 1 – 13 . DOI: 10. 1016/j.bankfin.2011.06.002
   Web of Science ®Google Scholar
• Barnes , S. B. and Hair , N. F. 2009 . From banners to YouTube: Using the rear-view mirror to look at the future of internet advertising . Journal of Internet Marketing and Advertising , 5 ( 3 ) : 223 – 239 . DOI: 10.1504/IJIMA.2009.026371
   Google Scholar
• Bauer , R. A. and Greyser , S. A. 1968 . Advertising in America: the consumer view , Boston , MA : Harvard University, Graduate School of Business Administration, Division of Research .
   Google Scholar
• Beard , F. K. 2003 . College student attitudes toward advertising's ethical, economic and social consequences . Journal of Business Ethics , 48 : 217 – 228 .
   Web of Science ®Google Scholar
• Van der Beemt , A , Akkerman , S. and Simons , P. R. J. 2011 . Patterns of interactive media use among contemporary youth . Journal of Computer Assisted Learning , 27 : 103 – 118 .
   Web of Science ®Google Scholar
• Cheng , K. 1999 . Setting their sites on Generation Y . Adweek Eastern Edition , 4 ( 32 ) : 46 – 47 .
   Google Scholar
• Drumwright , M. E. and Murphy , P. E. 2009, Spring . The current state of advertising ethics . Journal of Advertising , 38 ( 1 ) : 83 – 107 . DOI: 10.2753/JOA0091-336738016
   Web of Science ®Google Scholar
• Ethics Resource Center . 2010 . Millennials, Gen X and Baby Boomers: Who's working at your company and what do they think about ethics? Supplemental Research Brief, 2009 National Business Ethics Survey . Retrieved from http://ethics.org/files/u5/Gen-Diff.pdf
   Google Scholar
• Gao , Y. and Koufaris , M. 2006 . Perceptual antecedents of user attitude in electronic commerce . The DATA BASE for Advances of Information Systems , 37 ( 2&3 ) : 42 – 50 . DOI: 10.1145/1161345.1161353
   Google Scholar
• Geraci , J. C. and Nagy , J. 2004 . Millennials—the new media generation . Young Consumers: Insight and Ideas for Responsible Marketers , 5 ( 2 ) : 17 – 24 .
   Google Scholar
• Greyser , S. A. and Reece , B. B. 1971 . Businessmen look hard at advertising . Harvard Business Review , 49 ( 3 ) : 18 – 165 .
   Web of Science ®Google Scholar
• Haller , T. F. 1974 . What students think of advertising . Journal of Advertising Research , 14 ( 1 ) : 33 – 39 .
   Web of Science ®Google Scholar
• Hollander , S. C. and Germain , R. 1992 . Was there a Pepsi Generation before Pepsi discovered it? , Lincolnwood , IL : American Marketing Association, NTC Business Books .
   Google Scholar
• Hudson , S. , Hudson , D. and Peloza , J. 2008 . Meet the parents: A perspective on product placement in children's films . Journal of Business Ethics , 80 ( 2 ) : 289 – 304 . DOI: 10.1007/510551-007-9421-5
   Web of Science ®Google Scholar
• Kennedy , J. F . 1962, March 15 . Special message to congress on protecting the consumer interest . Retrieved from www.presidency.ucsb.edu/ws/?pid=9108#ixzzlmZQq3iQr
   Google Scholar
• Kilian , T. , Hennings , N. and Langner , S. 2012 . Do Millennials read books or blogs? Introducing a media usage typology of the internet generation . Journal of Consumer Marketing , 29 ( 2 ) : 114 – 124 . DOI: 10.1108/07363761211206366
   Google Scholar
• Kim , J. and McMillan , S. J. 2008 . Evaluation of Internet advertising research . Journal of Advertising , 37 ( 1 ) : 99 – 112 . DOI: 10.2753/JOA0091-3367370108
   Web of Science ®Google Scholar
• Koss-Feder , L. 1998 . Want to catch Gen X? Try looking on the Web . Marketing News , 32 ( 12 ) : 20
   Google Scholar
• Krugman , H. E. 1983 . Television program interest and commercial interruption . Journal of Advertising Research , 23 ( 1 ) : 21 – 23 .
   Web of Science ®Google Scholar
• Lafayette , J. 2011, April 11 . Marketers targeting generation of Millennials . Broadcasting and Cable. , Retrieved from http://www.broadcastingcable.com/article/466597-Marketers_Targeting_Generation_of_Millennials.php
   Google Scholar
• Larkin , E. F. 1977 . A factor analysis of college student attitudes toward advertising . Journal of Advertising , 6 ( 2 ) : 42 – 46 .
   Google Scholar
• Lehmann , D. and Shemwell , D. J. 2011 . A field test of the effectiveness of different print layouts: A mixed model field experiment in alternative advertising . Journal of Promotion Management , 17 : 61 – 75 . DOI: 10.1080/10496491.2011.553787
   Google Scholar
• Li , H. , Edwards , S. M. and Lee , J. 2002 . Measuring the intrusiveness of advertisements: Scale development and validation . Journal of Advertising , 31 ( 2 ) : 37 – 47 .
   Web of Science ®Google Scholar
• McCoy , S. , Everard , A. , Polak , P. and Galleta , D. F. 2007 . The effects of online advertising . Communications of the ACM , 50 ( 3 ) : 84 – 88 . DOI: 10.1145/1226736. 1226740.
   Web of Science ®Google Scholar
• McDonnell , J. and Drennan , J. 2010 . Virtual product placement as a new approach to measure effectiveness of placements . Journal of Promotion Management , 16 : 25 – 38 . DOI: 10.1080/10496490903571365
   Google Scholar
• McKenzie , R. B. 1992 . Was it a decade of greed? . Public Interest , 106 : 91 – 96 . Winter
   Google Scholar
• Mehta , A. and Purvis , S. C. When attitudes toward advertising in general influence advertising success . Proceedings of the Conference of the American Academy of Advertising , pp. 190 – 196 . The American Academy of Advertising, Norfolk, Virginia .
   Google Scholar
• Mittal , B. 1994 . Public assessment of TV advertising: Faint praise and harsh criticism . Journal of Advertising Research , 34 ( 1 ) : 35 – 53 .
   Web of Science ®Google Scholar
• Morton , L. P. 2001 . Segment to target college students . Public Relations Quarterly , 46 ( 1 ) : 43 – 45 .
   Google Scholar
• Nakashima , R. 2011, Dec. 16 . “ TV companies must lower volume on ads ” . In USA Today Retrieved from http://www.usatoday.com/USCP/PNI/MONEY/2011-12-16-PNI1216biz-loud-commercials_ST_U.htm
   Google Scholar
• National Center for Educational Statistics . 2011, September . “ Table 29 ” . In Projections of Education Statistics to 2020 Retrieved from http://nces.ed.gov/programs/projections/ projections2020/ tables/table_29.asp?referrer=list
   Google Scholar
• Neuborne , E. and Kerwin , K. 1999 . “ Generation Y ” . In Businessweek 3616 80 – 86 . Feb. 15
   Google Scholar
• Noble , S. M. , Haytko , D. L. and Phillips , J. 2009 . What drives college-age Generation Y consumers? . Journal of Business Research , 62 ( 6 ) : 617 – 628 . DOI: 10.1016/j.jbusres.2008.01.020
   Web of Science ®Google Scholar
• Pitta , D. 2012 . The challenges and opportunities of marketing to millennials . Journal of Consumer Marketing , 29 ( 2 ) : 85
   Google Scholar
• Pollay , R. W. 1986 . The distorted mirror: Reflections on the unintended consequences of advertising . Journal of Marketing , 50 ( 2 ) : 18 – 36 .
   Web of Science ®Google Scholar
• Pollay , R. W. and Mittal , B. 1993 . Here's the beef: Factors, determinants, and segments in consumer criticism of advertising . Journal of Marketing , 57 ( 3 ) : 99 – 114 .
   Web of Science ®Google Scholar
• Ranchhod , A. 2007 . Developing mobile marketing strategies . International Journal of Mobile Marketing , 2 ( 1 ) : 76 – 83 .
   Google Scholar
• Reisenwitz , T. H. and Iyer , R. 2009 . Differences in Generation X and Generation Y: Implications for the organization and marketers . Marketing Management Journal , 19 ( 2 ) : 91 – 103 .
   Google Scholar
• Sass , E. 2006, Feb 22 . “ Survey: Marketers to slash ad spending, focus on buzz ” . In Media Daily News Retrieved from http://www.mediapost.com/publications/article/40122/survey-marketers-to-slash-ad-spending-focus-on-b.html#ixzz1p8AMU9Pm
   Google Scholar
• Shavitt , S. , Lowrey , P. and Haefner , J. 1998 . Public attitudes toward advertising: More favorable than you might think . Journal of Advertising Research , 38 ( 4 ) : 7 – 22 .
   Web of Science ®Google Scholar
• Sierra , J. J. , Heiser , R. S. and Torres , I. M. 2012 . Text message copy in print ads: A shrewd communicative strategy . Journal of Promotion Management , 18 ( 1 ) : 119 – 143 . DOI: 10.1080/10496491.2012.646223.
   Google Scholar
• Smith , K. K. 2012 . Longitudinal study of digital marketing strategies targeting millennials . Journal of Consumer Marketing , 29 ( 2 ) : 86 – 92 . DOI: 10.1108/ 07363761211206339
   Google Scholar
• Smith , K. T. 2011 . Digital marketing strategies that Millennials find appealing, motivating, or just annoying . Journal of Strategic Marketing , 19 ( 6 ) : 489 – 499 . DOI: 10.1080/0965254X.2011.581383
   Google Scholar
• Speck , P. S. and Elliott , M. T. 1997 . Predictors of advertising avoidance in print and broadcast media . Journal of Advertising , 26 ( 2 ) : 61 – 76 .
   Web of Science ®Google Scholar
• Taylor , D. G. , Lewin , J. E. and Sutton , D. 2011 . Friends, fans, and followers: Do Ads work on social networks? . Journal of Advertising Research , 51 ( 1 ) : 258 – 275 .
   Web of Science ®Google Scholar
• Taylor , W. 1992 . Crime? Greed? Big ideas? What were the ‘80s about? . Harvard Business Review , 70 ( 1 ) : 32 – 45 . DOI: 10.2501/JAR-51-1-258-275
   Web of Science ®Google Scholar
• Thau , R. 1996 . So-called Generation X . Vital Speeches of the Day , 62 ( 21 ) : 664
   Google Scholar
• Treise , D. , Weigold , M. F. , Conna , J. and Garrison , H. 1994 . Ethics in advertising: Ideological correlates of consumer perceptions . Journal of Advertising , 23 ( 3 ) : 59 – 69 .
   Web of Science ®Google Scholar
• Wildfire . 2012 . Why social marketing will deliver a positive ROI for your brand . Retrieved from http://www.tochno-tochno.ru/files/why_social_marketing_deliver_positive_roi_for_brand.pdf
   Google Scholar
• Wolburg , J. M. and Pokrwczynski , J. 2001 . A psychographic analysis of Generation Y college students . Journal of Advertising Research , 41 ( 5 ) : 33 – 52 .
   Web of Science ®Google Scholar
• Wolin , L. D. , Korgaonkar , P. and Lund , D. 2002 . Beliefs, attitudes and behavior toward Web advertising . International Journal of Advertising , 21 : 87 – 113 . DOI: 10.1108/10662240310501658
   Google Scholar
• Yang , K. C. C. 2003 . Internet users’ attitudes toward and beliefs about internet advertising: An exploratory research from Taiwan . Journal of International Consumer Marketing , 15 ( 4 ) : 43 – 65 .
   Google Scholar
• Zanot , E. 1981, April . “ Public attitudes toward advertising ” . In Advertising in a New Age: Proceedings of the Annual Conference of the American Academy of Advertising , 142 – 146 . The American Academy of Advertising, Gainsville, Florida .
   Google Scholar
• Zanot , E. J. 1984 . Public attitudes towards advertising . International Journal of Advertising , 3 ( 1 ) : 3 – 15 .
   Google Scholar