Television advertising and senior market: perceptions and reality

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.