Download or read book Effectively Targeting Older Consumers written by Jenna Lyn Nichols and published by . This book was released on 2011 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Marketing strategies are used to convey product or service information and value offerings to a defined and specific audience. The ways in which these strategies are realized through graphic design may greatly impact the meaning and success of a marketing message on the intended audience. Some forms of messaging may unintentionally have a negative or positive effect on their viewer. It is important to analyze the types of designed messages being communicated to different age groups. This thesis study focuses on single-page, printed promotional advertisements specifically created to market a product or a service to a Senior demographic, people aged 65 and over. This thesis defines responsibilities for marketers and designers when creating promotional messages for an older market audience. These responsibilities are articulated as a result of careful analysis of research in graphic design, marketing and Senior demographics. The analysis prompts re-design of existing promotional strategies and led to a design application of an original advertising strategy to promote the value of a beneficial product. The strategies used in this application focus on specific language and design decisions that can be most effective to the diverse market of senior individuals."--Abstract.
Download or read book Marketing to Older Consumers written by George Moschis and published by Praeger. This book was released on 1992-10-23 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketers interested in designing effective strategies to tap the increasingly lucrative mature market presently must look for relevant information in several disciplines and need the background to translate it into a decision-making framework. This book systematically organizes information scattered among various fields of scientific inquiry; it interprets and presents information, making it easier for the busy decision maker to find out how older consumers behave and why. By presenting and interpreting relevant information in a marketing decision-making context, the book provides the bases for developing effective marketing strategies. Next, the author discusses both specific and general aspects of behavior that have implications for marketing strategy. Specifically, the book helps the reader understand how changes in mental processes in late life might affect the way an older person responds to marketing stimuli, and how lifestyles of mature persons can form the bases for designing effective marketing strategies. Finally, the author discusses specific aspects of older consumers' consumption and behavior in the marketplace, including mass media use, expenditure and consumption patterns, shopping habits, product/service acquisition process, as well as behaviors following purchase. At the end of each chapter, the author outlines several implications of the material presented that will be of interest to marketers, retailers, advertisers, social workers, public policy makers, and students of human behavior. The book ends by summarizing key points, drawing conclusions, and making recommendations to various groups interested in serving the mature market. The results of hundreds of studies are reviewed and presented in such a way that they can be used by practitioners. The book begins with an examination of the older consumer market and its characteristics. Age-related changes in late life and theoretical explanations for them are discussed next to help the reader understand human behavior in general and consumer behavior in particular.
Download or read book Marketing to the Ageing Consumer written by D. Stroud and published by Springer. This book was released on 2012-12-14 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: Understand the impact of a global ageing population on how products are bought, and the effect this has on how to market and advertise these products and services to the older generation of consumers. Contains models for companies to evaluate the success of their own strategies, with tools for improving their age-friendly marketing campaigns.
Download or read book Understanding the Older Consumer written by Barrie Gunter and published by Routledge. This book was released on 2012-10-12 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Understanding the Older Consumer, Barrie Gunter provides a detailed examination of the demographic, behavioural and psychological profiles of the older consumer. He shows that without the responsibilities of loans and child raising and with better financial provision than in previous years, the over-50s represent a powerful spending force. In order to reach this group, Barrie Gunter shows how to target advertising and respond to the changes that have occurred. Understanding the Older Consumer provides a wealth of information on older people's lifestyles and leisure, their interest in the mass media, their perceptions of advertising and their shopping.
Download or read book GRASPED Aging and Gerontology written by Steven Brough and published by GRASPED Digital. This book was released on 2024-04-12 with total page 34 pages. Available in PDF, EPUB and Kindle. Book excerpt: "GRASPED Aging and Gerontology: Digital Marketing Strategies for an Older Demographic" offers a groundbreaking exploration into the world of digital marketing tailored specifically for the aging population. This comprehensive guide delves into the unique preferences, challenges, and opportunities that come with marketing to older adults, a demographic often overlooked in the digital realm. From understanding the digital habits of seniors to creating accessible and relevant content, this collection provides marketers with the insights needed to engage effectively with older consumers. Highlighting the importance of empathy, inclusivity, and technological simplicity, it equips professionals with the tools to craft campaigns that resonate deeply with this audience, ensuring that products and services designed to enhance the lives of older adults are communicated with clarity and relevance. As the global population ages, the need for digital marketing strategies that cater specifically to the older demographic becomes increasingly critical. "GRASPED Aging and Gerontology: Digital Marketing Strategies for an Older Demographic" introduces marketers to the nuanced approach required to connect with and engage this growing audience. This introduction sets the foundation for a deep dive into the world of aging and digital consumption, challenging common stereotypes and uncovering the diverse digital behaviors of older adults. It emphasizes the potential for digital platforms to not only reach this demographic but to also provide meaningful content and services that enhance their quality of life. Marketers are invited to explore these pages to discover the keys to unlocking the vast potential of the senior market through thoughtful, respectful, and informed digital marketing strategies. The unique selling proposition of "GRASPED Aging and Gerontology: Digital Marketing Strategies for an Older Demographic" is its targeted focus on the intersection of digital marketing and the needs and preferences of the aging population. Unlike general marketing guides, this set offers a specialized look at how to effectively reach and engage older consumers in the digital space—a demographic increasingly online yet frequently overlooked by marketers. It stands out by providing actionable strategies for creating accessible, engaging, and meaningful digital content tailored to seniors, supported by insights into their online behaviors and preferences. This guide serves as an invaluable resource for marketers aiming to bridge the digital divide and connect with the older demographic in respectful, relevant, and impactful ways, making it a pioneering asset in the field of digital marketing.
Download or read book The Elderly Market written by Charles D. Schewe and published by . This book was released on 1985 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Social Isolation and Loneliness in Older Adults written by National Academies of Sciences, Engineering, and Medicine and published by National Academies Press. This book was released on 2020-05-14 with total page 317 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social isolation and loneliness are serious yet underappreciated public health risks that affect a significant portion of the older adult population. Approximately one-quarter of community-dwelling Americans aged 65 and older are considered to be socially isolated, and a significant proportion of adults in the United States report feeling lonely. People who are 50 years of age or older are more likely to experience many of the risk factors that can cause or exacerbate social isolation or loneliness, such as living alone, the loss of family or friends, chronic illness, and sensory impairments. Over a life course, social isolation and loneliness may be episodic or chronic, depending upon an individual's circumstances and perceptions. A substantial body of evidence demonstrates that social isolation presents a major risk for premature mortality, comparable to other risk factors such as high blood pressure, smoking, or obesity. As older adults are particularly high-volume and high-frequency users of the health care system, there is an opportunity for health care professionals to identify, prevent, and mitigate the adverse health impacts of social isolation and loneliness in older adults. Social Isolation and Loneliness in Older Adults summarizes the evidence base and explores how social isolation and loneliness affect health and quality of life in adults aged 50 and older, particularly among low income, underserved, and vulnerable populations. This report makes recommendations specifically for clinical settings of health care to identify those who suffer the resultant negative health impacts of social isolation and loneliness and target interventions to improve their social conditions. Social Isolation and Loneliness in Older Adults considers clinical tools and methodologies, better education and training for the health care workforce, and dissemination and implementation that will be important for translating research into practice, especially as the evidence base for effective interventions continues to flourish.
Download or read book Targeting Transitions written by Paula Marie Mergenhagen and published by Probus Publishing Company. This book was released on 1995 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: Millions of individuals go through major life transitions each year. Life transitions include graduating, getting married or remarried, becoming parents & grandparents, changing careers, getting divorced, moving, becoming caregivers & retiring. Once you understand the characteristics of people in transition, you can begin to discover the marketing opportunities created by life change. ALSO FROM AMERICAN DEMOGRAPHIC BOOKS: THE INSIDER'S GUIDE TO DEMOGRAPHIC KNOW-HOW: How to Find, Analyze & Use Information About Your Customers, 3rd edition (ISBN 0-936889-24-1; 1993, $49.95); THE AMERICAN FORECASTER ALMANAC: 1994 BUSINESS EDITION (ISBN 0-936889-26-8; 1994, $29.95); HEALTH CARE CONSUMERS IN THE 1990s: A Handbook of Trends, Techniques, & Information Sources for Health Care Executives (ISBN 0-936889-18-7; 1993, $42.50); TARGETING FAMILIES: Marketing To & Through the New Family Structures (ISBN 0-936889-22-5, 1993, $39.50); THE BABY BUST: A Generation Comes of Age (ISBN 0-936889-20-9, 1993, $39.50); SEASONS OF BUSINESS: The Marketer's Guide to Consumer Behavior (ISBN 0-936889-12-8, 1991, $34.95); BEYOND MIND GAMES: The Marketing Power of Psychographics (ISBN 0-936889-08-X, 1991, $34.95); SELLING THE STORY: The Layman's Guide to Collecting & Communicating Demographic Information (ISBN 0-936889-14-4, 1992, $24.95); DESKTOP MARKETING: Lessons from America's Best (ISBN 0-936889-09-8, 1991, $39.95); CAPTURING CUSTOMERS: How to Target the Hottest Markets of the 1990s (ISBN 0-936889-08-X, 1990, $34.95). American Demographic Books, P.O. Box 68, Ithaca, NY 14851. To order call: 1-800-828-1133.
Download or read book Targeting Seniors Effectively written by Datamonitor (Firm) and published by . This book was released on 2003 with total page 89 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Technology for Adaptive Aging written by National Research Council and published by National Academies Press. This book was released on 2004-04-25 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: Emerging and currently available technologies offer great promise for helping older adults, even those without serious disabilities, to live healthy, comfortable, and productive lives. What technologies offer the most potential benefit? What challenges must be overcome, what problems must be solved, for this promise to be fulfilled? How can federal agencies like the National Institute on Aging best use their resources to support the translation from laboratory findings to useful, marketable products and services? Technology for Adaptive Aging is the product of a workshop that brought together distinguished experts in aging research and in technology to discuss applications of technology to communication, education and learning, employment, health, living environments, and transportation for older adults. It includes all of the workshop papers and the report of the committee that organized the workshop. The committee report synthesizes and evaluates the points made in the workshop papers and recommends priorities for federal support of translational research in technology for older adults.
Download or read book Hospital Marketing written by and published by . This book was released on 1986 with total page 116 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Providing Healthy and Safe Foods As We Age written by Institute of Medicine and published by National Academies Press. This book was released on 2010-11-29 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: Does a longer life mean a healthier life? The number of adults over 65 in the United States is growing, but many may not be aware that they are at greater risk from foodborne diseases and their nutritional needs change as they age. The IOM's Food Forum held a workshop October 29-30, 2009, to discuss food safety and nutrition concerns for older adults.
Download or read book The Mature Market written by Robert S. Menchin and published by iUniverse. This book was released on 2000 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Mature Market provides the guidance needed to tap the lucrative senior market and attract the formidable spending power of mature customers. It contains ideas and information to help fine tune marketing strategy and improve advertising results on products and services targeted to seniors. The book segments the over-50 population into target markets defined by usage and lifestyle — the young-old in their 50's, the active seniors in their 60's and early 70's, and the elderly 75 and over.In addition, The Mature Market is a single-volume sourcebook with charts, tables, lists of senior publications and mailing list sources, and other practical and timely information to help win the 62 million senior consumers.
Download or read book The Aging Consumer written by Aimee Drolet and published by Routledge. This book was released on 2011-01-11 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: At present, about 45 million Americans are over the age of 65, and by 2020, one out of every six Americans will be 65 or older. These statistics are reflective of a worldwide phenomenon in developing and developed countries alike unrivalled since the Industrial Revolution. This edited volume, written by experts in many fields, examines the economic and psychological research on how aging consumers behave, make decisions, and choose in the marketplace. The book takes stock of what is known, identifies gaps and open questions, and outlines an agenda for future research. It covers topics from the individual to the societal level of analysis.
Download or read book Advances in Advertising Research Vol VII written by George Christodoulides and published by Springer. This book was released on 2016-08-24 with total page 315 pages. Available in PDF, EPUB and Kindle. Book excerpt: Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia.
Download or read book The Aging Consumer written by Aimee Drolet and published by Routledge. This book was released on 2020-10-01 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Aging Consumer: Perspectives from Psychology and Marketing, 2nd edition takes stock of what is known around age and consumer behavior, identifies gaps and open questions within the research, and outlines an agenda for future research. There has been little systematic research done with respect to the most basic questions related to age and consumer behavior, such as whether older adults versus young and middle-age adults respond to marketing activities including pricing, promotions, product design, and distribution. Written by experts, The Aging Consumer compiles research on a broad range of topics on consumer marketing, from an individual to a societal level of analysis. This second edition provides new versions of chapters contained in the 2010 volume that have been updated to reflect the latest psychological and marketing research and thinking. Included also are ten new chapters which cover exciting new ground, such as changes in metacognition in older adults, motivated cognition of the aging consumer, and a global perspective on aging and the economy across cultures. This updated volume is beneficial for researchers and practitioners in marketing, consumer behavior, and advertising. Additionally, The Aging Consumer, 2nd edition will appeal to professionals in other fields such as psychology, decision sciences, gerontology and gerontological social work, and those who are concerned with normal human aging and its implications for the everyday behavior of older individuals. It will also be of interest to those in fields concerned with the societal implications of an aging population, such as economics, policy, and law.
Download or read book The Silver Market Phenomenon written by Florian Kohlbacher and published by Springer Science & Business Media. This book was released on 2010-11-01 with total page 477 pages. Available in PDF, EPUB and Kindle. Book excerpt: The current shift in demographics – aging and shrinking populations – in many countries around the world presents a major challenge to companies and societies alike. One particularly essential implication is the emergence and constant growth of the so-called “graying market” or “silver market”, the market segment more or less broadly defined as those people aged 50 and older. Increasing in number and share of the total population while at the same time being relatively well-off, this market segment can be seen as very attractive and promising, although still very underdeveloped in terms of product and service offerings. This book offers a thorough and up-to-date analysis of the challenges and opportunities in leveraging innovation, technology, product development and marketing for older consumers and employees. Key lessons are drawn from a variety of industries and countries, including the lead market Japan.
