Download or read book Toward Understanding the Reactions of Older Consumers to Older Advertising Models written by Susan Logan Nelson and published by . This book was released on 1989 with total page 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 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 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 Comprehensive Dissertation Index written by and published by . This book was released on 1989 with total page 978 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book American Doctoral Dissertations written by and published by . This book was released on 2001 with total page 776 pages. Available in PDF, EPUB and Kindle. Book excerpt:
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 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 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 Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Download or read book Relationship of Attitudes Toward Advertising Images and Self perceptions of Older Women written by Joy Michelle Kozar and published by . This book was released on 2004 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: This study was an examination of the relationship of attitudes toward advertising images and self-perceptions of older women. A major component of this study focused on how older women perceive models in today's fashion magazines and apparel catalogs. Data were collected from 163 women aged 60 to 80. Full-color photographs of fashion models appearing to be middle-aged or older were presented to participants as stimuli. Age treatments were digitally applied to each of the models, manipulating them to appear younger. This manipulation created two age versions of each model. Questionnaires used in this study were designed to measure participants' feelings about themselves, including their appearance self-discrepancy and body satisfaction, and their beliefs about the model's appearance and attractiveness. Results indicated that the sample of older women perceived little discrepancy between their idealized and actual physical appearance. Participants also did not seem to be influenced by media ideals in their acceptance of themselves. Overall, older women were fairly satisfied with their bodies. There was no statistically significant evidence suggesting that the more participants compared themselves to fashion models, the less satisfied they were with their appearance. Participants reported that they rarely, if ever, compared themselves to fashion models, suggesting that older women may be less influenced by media standards of beauty as compared to women of younger ages. In terms of participants' beliefs about the stimulus models, participants had more favorable ratings of the older models as compared to the younger-age versions. Model age had a significant effect on respondents' purchase intentions; participants were more likely to want to purchase clothing worn by older models and indicated a preference for retailers who use older models in their advertising. Perceived similarity to models was found to influence purchase intentions and ratings of fashionability. Participants who perceived more similarity to the models indicated more likelihood to purchase the clothing worn by the models and rated the model's clothing as more fashionable than those who perceived less similarity. Findings of this study are useful for expanding knowledge of older adults' responses toward various promotional strategies and may assist in shaping effective marketing approaches.
Download or read book Dissertation Abstracts International written by and published by . This book was released on 2002 with total page 604 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Woman in Advertising Consumer Reactions to Non Idealized Models written by Grydeland and published by . This book was released on 2018-09-10 with total page 213 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a world where the public is constantly bombarded by commercial messages, marketers must rapidly innovate their communication methods in order to capture consumers' attention and affection. Both advertisers and magazines have been criticized of late for the use of overly airbrushed, digitally altered models that appear impossibly perfect. The use of these images has increasingly been called into question, creating an opportunity for certain brands to capitalize on the idea of using 'real women' in their marketing communications. The literature currently available on the use of real women in advertising is limited as the phenomenon is relatively recent. There are, however, multiple studies that examine how consumers respond to atypical models which deviate from the norm in attractiveness levels, weight or ethnic group. This thesis will aim to fill some of the theoretical gaps in the body of knowledge about the use of non-idealized women in advertising and seek to more fully understand how consumers' attitudes and purchase intentions are affected by their use, as well as examining whether or not the consumers' culture plays a role in formulating these judgements. This study shows that consumers exhibit stronger attitude towards the ad, brand attitude and purchase intentions when exposed to a non-idealized model who they find more likeable and attractive than to those who do not. Models whose appearances are less shocking to the viewers are better received, indicating that inspirational images, rather than assimilative ones, still play a role in positively influencing consumer behavior. Furthermore, this study approached the issue of using non-idealized models in advertising from a cultural viewpoint as well and it was found that there are significant differences between cultures in the strength of their reactions to the models. Though the general patterns of behavior remain similar, individuals from different cultures express varying levels of acceptance to the idea of using non-traditional models in marketing campaigns. Current literature on 'non-idealized' models is limited as the phenomenon of using non-traditional models is a relatively new one. There has been a recent surge in research into the effects these types of images in marketing communications, however the large majority of these studies focus only on non-idealized models that are of a non-standard body weight for mainstream advertisements and not on cases in which other forms of non-ideal images are used.Though many of the campaigns using non-idealized models have been successful, such as the Dove campaign discussed in the introduction, some of the positive response may be attributable to the fact that these types of campaigns are relatively novel and accordingly garner a great deal of positive media attention. Bearing this in mind, the extent to which the media frames the ways in which consumers react to this marketing device need to be explored to fully understand if the use of non-idealized models in advertising is effective.The concept of non-idealized models is still nascent and as such there is no commonly accepted definition as to what this constitutes. It is, instead, simpler to attempt a definition of what an 'idealized' model is and consider a non-idealized model as one which does not fall within the parameters set.In 2004 Dove created a marketing campaign focused on 'real beauty', aiming to challenge the way in which women were portrayed in mainstream advertising (Howard, 2005). Dove's communications program on this theme began with the 'Real Women Campaign' in which 'normal', non-professional models were selected to star in a series of poster advertisements, intended to represent 'real women'. This campaign, run in the UK, increased sales of the range being advertised by 700% in the seven months after its launch.
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 Ideas in Marketing Finding the New and Polishing the Old written by Krzysztof Kubacki and published by Springer. This book was released on 2014-10-25 with total page 842 pages. Available in PDF, EPUB and Kindle. Book excerpt: Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2013 Academy of Marketing Science (AMS) Annual Conference held in Monterey, California, entitled Ideas in Marketing: Finding the New and Polishing the Old.
Download or read book Proceedings of The 13th MAC 2018 written by group of authors and published by MAC Prague consulting. This book was released on 2018-10-11 with total page 223 pages. Available in PDF, EPUB and Kindle. Book excerpt: The 13th Multidisciplinary Academic Conference in Prague 2018, Czech Republic (The 13th MAC in Prague 2018)
Download or read book Children and Television written by Norma Pecora and published by Routledge. This book was released on 2009-03-04 with total page 411 pages. Available in PDF, EPUB and Kindle. Book excerpt: This seminal volume is a comprehensive review of the literature on children's television, covering fifty years of academic research on children and television. The work includes studies of content, effects, and policy, and offers research conducted by social scientists and cultural studies scholars. The research questions represented here consider the content of programming, children's responses to television, regulation concerning children's television policies, issues of advertising, and concerns about sex and race stereotyping, often voicing concerns that children's entertainment be held to a higher standard. The volume also offers essays by scholars who have been seeking answers to some of the most critical questions addressed by this research. It represents the interdisciplinary nature of research on children and television, and draws on many academic traditions, including communication studies, psychology, sociology, education, economics, and medicine. The full bibliography is included on CD. Arguably the most comprehensive bibliography of research on children and television, this work illustrates the ongoing evolution of scholarship in this area, and establishes how it informs or changes public policy, as well as defining its role in shaping a future agenda. The volume will be a required resource for scholars, researchers, and policy makers concerned with issues of children and television, media policy, media literacy and education, and family studies.
