DIFFERENCES IN PERCEPTION OF TRADITIONAL AND NEW MEDIA ADS OF GENERATION Z

Abstract

In this article, TV ads in traditional media and new media Youtube online ads are examined in depth. It was looked at whether there were meaningful differences between the attitudes of generation Z living in Turkey towards advertisements published in both media. This study, it is also aimed to measure the effects of the main factors of credibility, informativeness, deception, entertainment, and annoyance on the value of advertising. The data required for the research were collected and analyzed by applying both online and face-to-face survey methods with 407 people (from the members of Generation Z). According to the data obtained, credibility, informativeness, and entertainment factors have a significant and positive effect on advertisement value for both channels; On the other hand, it has been concluded that the deception factor affects the advertising value significantly and negatively. It has been observed that the disturbing factor only has a significant and negative effect on the advertising value of TV commercials. In terms of these factors, it has been determined that there are significant differences between Youtube online ads and TV ads.