The marketing academics and researchers have studied members of Generation Y, recognized as Millennials who are born between the late '70s and middle '90s. This particular interest for research of Millennials continues due to questions concerning buying habits, consumer psychology and other related specifics, shaping this group as noticeably different in various means from its predecessors.Generation Y is a distinctive and dominant consumer group whose behavior, habits and consumers' psychology is often discussed but not fully comprehended yet. Severely influenced by the technology revolution, the digital media development and the Internet, this market segment has developed differently from previous generations making it an interesting group for targeting for advertisers and brands. At this point, Generation Y is the largest market segment; hence the increased interest in categorizing and understanding characteristics of Generation Y from marketers. A contribution to the marketing theory and industry can be made with this paper, providing useful data for the consumer behavior of Generation Y, deeper understanding for their buying habits and consumer's profile and most importantly media preferences as a basis for deeper and qualitative consideration of this marketing segment.

No abstract

The article examines the role of advertising in rise of social justice movements with an accent on feminism from past century till today. Starting from portraying women in stereotyping housewife roles to empowerment of #MeeToo movement, advertising has not only shifted the roles from reactive to proactive in this context, but also opens new vehicles and opportunities for further research, and accomplishments in social justice actions. The rise of femvertising is the current pick of this progress, rising much attention my industry and academy.

Children today are very comfortable using electronic technology, Internet, on line games and digital platforms. The dominant portion of the on line content is consumed via their parent’s technological devices. Knowing that children are not able to recognize media content from intentional advertising, raises the complex question of whether and how Internet advertising can be regulated and how children can be protected. The negative implications of children’s exposure to on line advertising can be categorized in: financial and psychological, and are summarized but not limited to: obesity, anxiety paired with influence over domestic spending’s, psychological and ethical issues. This raises the complex question of whether and how Internet advertising can be regulated and how children can be protected from the negative implications. The majority of research are focused on institutional regulations and industrial limitations but the importance and the role of the parents as a regularity mechanism is underestimated. The theory recognizes that certain parental style differs on how they view online exposure of their children and that influence their role in the process on regulation children exposure on online advertising. From the other side digital literacy of the parents is very important milestone in the proses positioning the parents in a role of as a self-regulation mechanism of children exposure. The industry and the regulators should be alerted for this matter in all parts of the world, since this issue is rising negative implication.

The world economic crisis has necessitated finding ways for survival in the most pessimistic scenarios or just cutting costs in the best situations. US Banks suffered the most from the crisis. Banks in Macedonia are not feeling the same effects. The world financial crisis didn't jeopardize the stability and liquidity of the Macedonian financial system because of the strong deposit base, banks' low debt and the prudent regulatory system, which maintained a healthy banking portfolio. However, the Financial Institutions in Macedonia are already feeling the consequences of the global financial crisis. The Advertising sectors of the global financial institutions are showing lower marketing budgets, but importantly they have not been cut completely. Banks are working on increasing their deposits through their corporate image communications. This means that the financial institutions' advertising should continue in order to keep and strengthen banks' corporate image and should stress the stability of the banks. This paper presents the advertising activity of the financial institutions during the current world economic crisis and the consequent marketing communication budget reallocation. The effects of the banks' marketing communication during the crisis is shown with data on the banks' customer and market share and on the banks' corporate image perception.