Exploring the Connections Between Age, Advertising Effectiveness and Purchase Intention in a Traditional Media Setting (Magazines) Versus a Digital Media Setting (Digital Magazines) (in México)

This work aims to explore in a Mexican context how for two different market segments of age, the digital media (digital magazines) could be a more effective communication channel than the traditional media (printed magazines). With a qualitative approach, it is intended to understand the effects that aspects of consumer profile and consumer habits have on advertising effectiveness, as well as the effects of advertising effectiveness on brand positioning contrasting a digital media with a traditional media. Furthermore, it is envisioned to identify and understand the key factors, attitudes and perceptions that influence the preference and effectiveness of advertising efforts for a traditional vs a digital media. Advertising seems to be having different effects in both segments. Advertising effectiveness may be linked to each person’s aspirations. In the older segment, the products that were remembered had to do a bit more with settling in life, for example, many people remembered cars. Maybe this had to do with the stage of the family life cycle they are going through. On the other hand, the younger segment seems to be more attracted to luxury advertising. Once again the family life cycle appears to have here a lot of influence.