haku: @author Macklin, C. / yhteensä: 2
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| Tekijä: | Walker, M. Macklin, C. |
| Otsikko: | The Use of Role Modeling in Targeting Advertising to Grandparents |
| Lehti: | Journal of Advertising Research
1992 : JULY/AUG, VOL. 32, p.37-44 |
| Asiasana: | ADVERTISING EFFECTIVENESS CONSUMER BEHAVIOUR CONSUMER RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | The American consumers over 50 years currently represent about one fourth of the population. This fact provides challenges to advertisers to find appeals which are effective in reaching this ever-increasing segment. The depiction of the role of grandparents as the central role of a spokesperson for toy purchasers may provide such an appeal. |
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