HOW GENERATIONAL MARKETING DETERMINES THE APPROACH TO ADVERTISING: AN APPLICATION OF GENERATIONAL MARKETING THEORY

The application of the generational theory of William Strauss and Neil Howe in the framework of marketing strategies is considered. The peculiarities of perception of each generation, the priority ways of obtaining information, the level of trust, as well as external factors that influenced the formation of a set of personal qualities are determined. In addition, the characteristics of the Alpha generation as potential consumers are predicted. The following methods were used: analysis of scientific literature, classification, generalisation.