Mitul Aggarwal

Advertisement and recommendation from friends and family influence most of the consumers but when we divide consumers in age groups we found that 17-26 age group consumer are influenced with other things as much as they are with advertisement i.e. expert advice and celebrity influences new generation but not as much to older generation. The impact of advertisement is 71% among age group 45-above which is massive but it has reduced to 26% in age group 17-26 which is still significant. Personal experience has drastic changes in age groups 45-above and 17-26 from 8% to 33% respectively. Since the advertisement impact is reduced in new generation according to our research. It is necessary to know as to what are they seeking in advertisement compared to others, and what is their view over advertisement. 17-26 no longer see advertisement as a relevant source of information compared to other group. It is necessary to switch to TV adverts as it is most influential type of advertisement. The most extreme changes in advertisement can be seen in digital platforms and online adverts. Both of them are new and should be used more to increase the impact over consumers’ buying. Newspaper and email adverts’ influence have decreased with a notable rate. Online advertisement should be used in the way forward as both groups pay attention to it and as both groups have same preference over methods as well where YouTube adverts have most influence. New platforms like reddit and twitter have noticeable effect over newer generation but not in older generation. There is an increase in need of consumer interaction whereas celebrity impact is negligible in 17-26 compared to 45 and above. Both groups are mainly looking for brand, product and price information. It can be seen that fake news have greater impact on older generation. Advertisement as a driving force to increase the budget is decreasing as younger generation is less influenced with it, and more from personal experience and other factors. To make advertisement relevant again firms should use new platform for advertisement and build their brand trust.

It can be seen advertisement impact increases with the budget. So advertisement should mainly target rich people. But as newer technology has significant impact on over all budget, advertisements should be focused to showcase the newer technology (product information). So it can influence all groups to increase the sales.