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The Perception of Online Advertising by Generation Z

Student: Evgeniya Tuzova

Supervisor: Lyubov A. Tsyganova

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2019

Generation Z is an audience that has involved in online since early childhood and uses the Internet as the main communication channel. Brands that have identified this target audience actively fight for their attention in the online. But advertising on the Internet has become so much that this task is becoming more difficult. The problem with the study is the fact that the studies could not agree on a single point of view, whether to direct all advertising for generation Z online, channel their greatest involvement, or reduce the amount of advertising on the Internet due to information overload. Also, there is no common understanding of what formats and factors of online advertising will cause positive emotions in generation Z. The purpose of the study is to identify the attitude of generation Z to online advertising in general and the most effective types of advertising for interaction with the audience, which will not cause a negative attitude. To achieve this, the largest studies were analyzed, a survey and in-depth interviews were conducted. The result of the study was a test of hypotheses and practical recommendations for effective advertising communication with generation Z on the Internet.

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