PERCEPTION OF COMMERCIAL ADVERTISING BY GENERATION Y IN INTENTIONS OF TRANSACTION ANALYSIS.

Advertising is the dominant tool of marketing communication between companies and customer segments. It participates in raising awareness of the promoted product or service by encouraging attention towards the target groups. At present, changes in consumer behaviour can be observed as a result of technological progress, a changing society and, last but not least, the market saturation with advertising. The paper deals with the perception of the commercial advertising concept in the generation Y customers segment in the Czech Republic in terms of transaction analysis. The research method of data collection was a questionnaire with semantic differential implementation. The resulting findings point to the perception of the commercial advertising concept in the semantic space of the generation Y at the level of activation of the mental components of Ego states, which are part of the individual's personality structure according to Eric Berne's theoretical concept. [ABSTRACT FROM AUTHOR]