The Effectiveness of Car Advertising Media: Perceptions of Generation-Y Consumers

Abstract

Car advertising is new and unique form of Out-of-home advertising and presents a unique opportunity for advertisers to reach a variety of targeted audience profiles. This study explores the effectiveness of car advertising from the perspective of Generation Y consumers. The target audience comprises students between the ages of 18 and 30 years at two of the largest residential universities in South Africa. Convenience sampling was used and a total of 400 questionnaires were completed. The results indicated that there is a positive correlation between recall and attention paid to car advertising; between attitudes towards advertising on cars and the recall thereof; and consumer’s general attitude towards advertising and their attitude towards car advertising. It also revealed that car advertising is far from being unnoticed by Generation Y, who, in fact, accepted it better than was anticipated. The findings also implied that the medium is more effective when respondents’ have a more positive attitude towards advertising in general. DOI: 10.5901/mjss.2014.v5n20p1877

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