HOW TO INCREASE ATTENTION TO ADVERTISEMENTS ACROSS BABY BOOMERS, X AND Y GENERATIONS

Abstract

The article includes examination of the general aspects of Baby Boomer, X and Y generations in terms of demographic and psychographic dimensions and focuses on adding a new cluster of dimensions to discriminate them regarding their attention level to the communication content and advertisements that they incur. In this study it is found out that the cohorts can be discriminated through their attention level on the shared platform of advertising appeals of ; Creativity, Celebrity Endorsement, Reference Group, Emotion Evoking and Sexual Connotation. The variance between the old and the young generations explained on the ground of existential philosophy.