The effect of advertisements published in traditional and new media on X, Y, and Z generations in terms of effectiveness

Advertisements that play an important role in our daily lives are also involved in the purchasing process while shaping the life style of the consumers. Advertisements that affect primarily the image of individuals have an important influence on the individual's thoughts and attitudes towards their environment. Because individuals can be influenced by advertisements whether they are aware or not. Even if the same advertising campaigns are prepared in a traditional and new media format, it also differentiates the level of individual exposure to advertisements. This study aims to identify the effects of ads published in new and traditional media on the X, Y, and Z generations. For this purpose, a comparison was conducted between a video ad published in new media and a video ad published in a traditional media in terms of effectiveness. In this research using quantitative research method, data were collected by questionnaire technique. In this study which was carried out in the county of Tepebaşı and Odunpazarı of Eskişehir using quota sampling method, it was examined whether the effectiveness of advertisements on the X, Y, and Z generations differed according to gender, income status, education status and generation variables. As a result, there were significant differences between the generations in terms of the effectiveness of advertisements published in traditional and new media.