Download or read book A Study of the Mature Market and Its Portrayal in Print and Television Advertisements written by Robin Melissa Hyman and published by . This book was released on 1990 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Portraying Older People in Advertising written by Thomas E. Robinson and published by Taylor & Francis. This book was released on 1998 with total page 97 pages. Available in PDF, EPUB and Kindle. Book excerpt: Older individuals currently represent 13% of the total population of the United States, and with their strong economic base, growth potential, and longer life expectancy, targeting them would seem ideal for advertisers. However, there is little evidence that this type of marketing exists. This study explores the level to which older Americans are targeted, represented, and portrayed in media advertising.
Download or read book Portrayal of Mature Market Advertising written by Tzu-Yin Chen and published by . This book was released on 2007 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: ABSTRACT: This study was designed to obtain a better understanding of how older people were portrayed in Taiwan's award-winning television commercials. A quantitative content analysis based on 607 Taiwan Times Advertising Award winners from 1999 to 2004 was conducted. Variables used included award year, appearance of people, language, product type, setting, appearance of 50+ people, ethnicity, role, activity, competency, product-related role, and information role. Findings showed that older people, especially women, were underrepresented in Taiwan's award-winning television commercials, which is consistent with similar studies conducted in U.S. and U.K. The findings also suggest that older people were generally portrayed in the positive way. This study also provided an overall image of older people in these award-winning television commercials. In addition, since rarely studies related to this topic could be found in Taiwan's advertising literature, this study can serve as cornerstone to spur future studies of older people's portrayals in Taiwan's advertising.
Download or read book The mature market written by Amy J. S-Chubin and published by . This book was released on 1994 with total page 142 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Advertising in the Aging Society written by Florian Kohlbacher and published by Springer. This book was released on 2016-04-08 with total page 179 pages. Available in PDF, EPUB and Kindle. Book excerpt: Population aging is a powerful megatrend affecting many countries around the world. This demographic shift has vast effects on societies, economies and businesses, and thus also for the advertising industry. Advertising in the Aging Society presents insights from a large-scale content analysis as well as questionnaire surveys among advertising practitioners and consumers in Japan. As the most aged society in the world, Japan lends itself as particularly suitable to study the implications of population aging. This book shows that older people, and especially older women, are highly underrepresented in advertising and are generally portrayed in stereotypical, albeit not necessarily unfavorable ways. This is despite the fact that advertising practitioners have a generally positive view towards using older models, even though only for an older target audience. Finally the book explore how both younger and older consumers perceive the representation of older people in advertising as stereotypical and partly negative, and are willing to boycott companies portraying older people negatively.
Download or read book Portraying Older People in Advertising written by Thomas E. Robinson II and published by Garland Science. This book was released on 2021-11-19 with total page 112 pages. Available in PDF, EPUB and Kindle. Book excerpt: First published in 1998. As society grows and changes, advertisers are faced with the challenge of matching their advertising messages to new and different target audiences. For example, children, adolescents, men, women, and "older" individuals are all audiences with specific needs, wants, and desires that advertisers must address in their advertising appeals. The purpose of this research is to determine the degree to which certain advertisements in the general interest media portray older individuals differently depending on the target audience. Specifically, this study examines advertisers’ attempts, in the electronic and print media, to target and attract the business of the older population.
Download or read book Frequency Levels and Activity Level Portrayals of the Mature Market written by Cecelia Baldwin and published by . This book was released on 1997 with total page 26 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Advertising and the Mature Market written by Panagiota Alexaki and published by . This book was released on 2001 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Advertising and Reality written by Amir Hetsroni and published by Bloomsbury Publishing USA. This book was released on 2012-11-02 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising and Reality: A Global Study of Representation and Content offers, for the first time, an extensive study of the way our life is represented in advertising. Leading scholars from different countries, who specialize in marketing communication and media studies, review and analyze different advertising contents and give us a truly cross-cultural view of the matter. Among the contents that are thoroughly discussed throughout the book one finds sexuality, violence, family activities, gender roles, vocations, minorities roles, periodical reconstruction and more. This book provides an up-to-date picture of the way modern life is portrayed in the most popular format of marketing communication worldwide.
Download or read book Older Models in Contemporary Consumer Advertising written by Marylyn Carrigan and published by . This book was released on 1998 with total page 13 pages. Available in PDF, EPUB and Kindle. Book excerpt:
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 Understanding the Older Consumer written by Barrie Gunter and published by Psychology Press. This book was released on 1998 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: First Published in 1998. Routledge is an imprint of Taylor & Francis, an informa company.
Download or read book Advertising in Mature Markets written by Lynne Eagle and published by . This book was released on 2005 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper reviews the literature relating to the impact of advertising in mature markets, together with a range of data illustrating the impact of inflation, advertising rate increases and audience fragmentation on the purchasing power of advertisers. We show that substantial reported expenditure increases in advertising expenditure over time mask the struggle that advertisers have to maintain share-of-voice in fragmented and highly competitive markets. In addition, we show that advertising in mature markets is primarily defensive, aimed at protecting existing market share rather than impacting on the overall size of the market.
Download or read book The Portrayal of Older People in Marketing Materials for Senior Centers written by Jason Robert Gillespie and published by . This book was released on 2012 with total page 77 pages. Available in PDF, EPUB and Kindle. Book excerpt: This content analysis examined 128 senior center brochures and newsletters to determine how older people (those 65 years and older) were portrayed. Findings indicated that portrayals of older people in this medium that targets older people and their caretakers exclusively were overwhelmingly positive. Older people were portrayed favorably in terms of health status, personality descriptors related to level of happiness, interaction with others, mental state, as well as body image and overall evaluation. In several other categories such as energy level and activity level they were portrayed neutrally, and not a single category was dominated by negative portrayals. In fact, any negative portrayals accounted for less than 0.1% of all portrayals for any given category. Older females in particular, were portrayed in a more positive way than females in other analyses of media and advertising, which found them to be under represented or portrayed as unmotivated, ugly, or helpless. Females made up 64% of the overall representation compared to 36% for males, which closely resembles figures for participation at senior centers throughout the U.S. Females were also portrayed as more physically active and in better health than males. Those using a physical aid, either male or female were extremely under represented when compared to disability statistics, showing an overly positive portrayal of overall health status.
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 Televised Advertising and the Elderly written by United States. Congress. House. Select Committee on Aging and published by . This book was released on 1978 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Resources in Education written by and published by . This book was released on 1998 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt:
