Abstract
The consumer preferences and behavior should be considered with the purpose to implement marketing strategies in today's world successfully. It is crucial to understand how consumers find information and how the consumer decision-making process develops in time. Therefore, for advertisers, considering the behavior of their target audience is of paramount importance. Integrated marketing communication programs reflect the way online search and traditional and new media, such as smartphones, TV, and social media, influence consumer decision-making. Young consumers, often referred to as generations Y and Z, are very different from previous generations in terms of multimedia content consumption and their perception of television advertising. This paper aims at providing insights into this behavior, including actions that follow-up as a response to television advertising. Results of a quantitative study performed on a sample of 135 university students from Slovakia using a six-component behavior explanation model. The results reveal that it still can be beneficial to include television advertisements in the communication mix aimed at these young consumers. The investments in TV advertising campaigns could pay off. The advertisers and their agencies should respect the role of high search visibility in this process. In this case, the messages contained in TV advertisements have the potential to influence the purchasing behavior of young consumers. Thanks to achieving top ranking for the relevant brand, product, and campaign-related keywords, communication campaigns can become truly integrated. Thus, the component of search visibility directly influences the efficiency of marketing communication, contributing to enhanced business performance. Suggestions towards the optimization of the delivery of communication campaigns featuring TV advertising should target these consumers are presented based on the generated knowledge about their attitude towards and consumption of TV ads and subsequent behaviors. Keywords: consumer behavior, information research, integrated marketing communication, search visibility, television advertising, Slovakia.
Highlights
At the dawn of the 21st century, the holistic concept of marketing seems to be crucial, with its comprehensive and systemic approach
The paper, focuses on understanding whether and in what way Generation Y and Z members consume and responds to TV advertising. It seeks to find out in what way these users proceed in case they feel interested in TV advertising and whether one can assume that traditional advertising will continue to have an impact on the consumer decision-making of these generations as well
More than 50% of young consumers who recalled being affected by a TV spot decided to eventually buy a product, more than 21% of these chose a competitor’s brand
Summary
At the dawn of the 21st century, the holistic concept of marketing seems to be crucial, with its comprehensive and systemic approach. Holistic marketing management is a wide-spectrum phenomenon related to the other significant dimensions, activities, methods, tools, procedures, and technologies of marketing management. To search for product information, people today use several devices simultaneously or subsequently continue searching on another device. Cite as: Miklosik, A., Starchon, P., Vokounova, D., & Korcokova M. The Future of TV Advertising Targeting Young Slovak Consumers Marketing and Management of Innovations, 2, 122-138. A., Miklosik, P., Starchon, D., Vokounova, M., Korcokova. The Future of TV Advertising Targeting Young Slovak Consumers aware of the way these processes work and reflect this knowledge in their marketing strategies, including communication campaigns. Integrated marketing communications directly enhance marketing efficiency, and through it, the long-term business performance
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