Abstract

This study examined the attribute of n-generation's target advertising. The subjects who participated in this experiment were 454 undergraduate students(198 men and 256 women) at the University of Namseoul and Kwangju, most of whom were between 18 and 39 years old. Subjects received course credits in return for their participation. The subjects were randomly assigned to treatment conditions associated with different scales. The statistical package for social science(SPSS/PC+) was used for data analysis, T-test were performed to evaluated the significance of differences between the mean rating given to the advertising by the subjects. Factor analysis and Cronbach's α test was used in validity and reliability. The implication of this study is a starting point for the deeper understanding of the attribute of net generation's target advertising. Finally, we discussed suggestions toward future marketing and advertising strategy.