Television advertising and senior market: perceptions and reality

Shukla, Paurav (2007) Television advertising and senior market: perceptions and reality AIMS International Journal of Management, 1 (1). pp. 23-37.

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Abstract

The world population is forecasted to age faster over the next half century than ever before. On the other hand, according to a media involvement study conducted by National Family Opinions’ Worldgroup (2002) television is the most influential medium affecting buying behaviour of consumer segments. This study attempts to understand the perceptions of the older consumers about television advertising and how television advertisements can more effectively address the senior market’s needs. Using exploratory research and multiplecase study methodology the study attempts to explore the behaviour of the senior market and provide insights on how these consumers perceive television advertising and how the message can be moulded to suit their needs.

Item Type: Journal article
Uncontrolled Keywords: Television advertising, Senior market, older consumers
Subjects: N000 Business and Management > N500 Marketing > N560 Promotion and Advertising
N000 Business and Management > N500 Marketing > N510 Market Research
N000 Business and Management > N500 Marketing
Faculties: Brighton Business School > Marketing Research Group
Depositing User: business editor
Date Deposited: 22 Aug 2008
Last Modified: 09 Oct 2010 01:17
URI: http://eprints.brighton.ac.uk/id/eprint/4887

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