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| Tekijä: | Day, E. |
| Otsikko: | Reaching the senior citizen market(s). |
| Lehti: | Journal of Advertising Research
1987 : DEC/1988 JAN, VOL. 27:6, p. 23-30 |
| Asiasana: | ADVERTISING RETIREMENT |
| Kieli: | eng |
| Tiivistelmä: | Two specific questions are addressed in this study: (1) Is there empirical support for segmentation approach within the elderly cohort? (2) If there appear to be distinct segments within the cohort, can those segments be reached effectively and efficiently? If so, how i.e., through what media and what kind of messages? |
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