haku: @author Erffmeyer, R. / yhteensä: 1
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| Tekijä: | Milliman, R. Erffmeyer, R. |
| Otsikko: | Improving Advertising Aimed at Seniors |
| Lehti: | Journal of Advertising Research
1989 : DEC/1990 JAN, VOL 29, p.31-36 |
| Asiasana: | ADVERTISING RESEARCH MARKET SEGMENTATION CONSUMER BEHAVIOUR |
| Kieli: | eng |
| Tiivistelmä: | Currently over 12 percent of the U.S. population is over the age of 55. Not only the size, but the financial resources of this market segment are impressive. Few marketers understand older Americans well enough to market to them effectively. A study was conducted to explore how products should be advertised in areas heavily populated with consumers who are seniors, and what age models should be used in such advertising. |
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