Targeting the cognitively young
Article Abstract:
Demographic trends show a rising number of affluent mature consumers in the traditionally youth-oriented markets of Europe, Australia and North America. It would be expected that European advertisers would make more use of older people as models but younger models still dominate advertisements. A study looked at the extent to which older people are represented in contemporary advertising and the way in which they are portrayed, leading to a Model-Audience Framework model to suggest how older models could be more effectively used.
Publication Name: Marketing & Research Today (Netherlands)
Subject: Business, international
ISSN: 0923-5957
Year: 1999
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Leisure and tourism services and the older innovator
Article Abstract:
The leisure and travel industries should continue to market to all consumer groups. Older consumers can prove to be a viable market for new products and services.
Publication Name: The Service Industries Journal
Subject: Business, international
ISSN: 0264-2069
Year: 2001
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