Advertising in the Aging Society
Advertising in the Aging Society

Author: Florian Kohlbacher

Publisher: Springer

Published: 2016-04-08

Total Pages: 179

ISBN-13: 1137586605

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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.

Marketing to the Ageing Consumer
Marketing to the Ageing Consumer

Author: D. Stroud

Publisher: Springer

Published: 2012-12-14

Total Pages: 264

ISBN-13: 023037820X

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Understand the impact of a global ageing population on how products are bought, and the effect this has on how to market and advertise these products and services to the older generation of consumers. Contains models for companies to evaluate the success of their own strategies, with tools for improving their age-friendly marketing campaigns.

Portraying Older People in Advertising
Portraying Older People in Advertising

Author: Thomas E. Robinson

Publisher: Taylor & Francis

Published: 1998

Total Pages: 97

ISBN-13: 9780815332152

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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.

The Silver Market Phenomenon
The Silver Market Phenomenon

Author: Florian Kohlbacher

Publisher: Springer Science & Business Media

Published: 2010-11-01

Total Pages: 477

ISBN-13: 3642143385

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The current shift in demographics – aging and shrinking populations – in many countries around the world presents a major challenge to companies and societies alike. One particularly essential implication is the emergence and constant growth of the so-called “graying market” or “silver market”, the market segment more or less broadly defined as those people aged 50 and older. Increasing in number and share of the total population while at the same time being relatively well-off, this market segment can be seen as very attractive and promising, although still very underdeveloped in terms of product and service offerings. This book offers a thorough and up-to-date analysis of the challenges and opportunities in leveraging innovation, technology, product development and marketing for older consumers and employees. Key lessons are drawn from a variety of industries and countries, including the lead market Japan.

Portraying Older People in Advertising
Portraying Older People in Advertising

Author: Thomas E. Robinson II

Publisher: Garland Science

Published: 2021-11-19

Total Pages: 112

ISBN-13: 100052521X

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First published in 1998. As society grows and changes, advertisers are faced with the challenge of matching their advertising messages to new and different target audiences. For example, children, adolescents, men, women, and "older" individuals are all audiences with specific needs, wants, and desires that advertisers must address in their advertising appeals. The purpose of this research is to determine the degree to which certain advertisements in the general interest media portray older individuals differently depending on the target audience. Specifically, this study examines advertisers’ attempts, in the electronic and print media, to target and attract the business of the older population.

The Silver Market Phenomenon
The Silver Market Phenomenon

Author: Florian Kohlbacher

Publisher: Springer Science & Business Media

Published: 2008

Total Pages: 514

ISBN-13: 3540753303

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The current shift in demographics - aging and shrinking populations - in many countries around the world presents a major challenge to companies and societies alike. One particularly essential implication is the emergence and constant growth of the so-called "silver market," the market segment more or less broadly defined as those people aged 55 and older. Increasing in number and share of the total population while at the same time being relatively well-off, this market segment can be seen as very attractive and promising, although still very underdeveloped in terms of product and service offerings. This book offers a thorough and up-to-date analysis of the challenges and opportunities in leveraging innovation, technology, product development and marketing for elder consumers and employees. Key lessons are drawn from the Japanese lead market as well as other select countries.

The Aging Consumer
The Aging Consumer

Author: Aimee Drolet

Publisher: Routledge

Published: 2020-10-01

Total Pages: 260

ISBN-13: 1000202755

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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.

The New Age of Ageing
The New Age of Ageing

Author: Lodge, Caroline

Publisher: Policy Press

Published: 2016-09-07

Total Pages: 288

ISBN-13: 1447326857

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As we age, society’s negative assumptions mean we become a burden, a problem and the excluded ‘other’. With a convincing call to embrace all that is positive about ageing comes this timely book from the authors of Retiring with Attitude. Debunking the myth of the ageing time bomb it presents a new, yet realistic, way for society to engage with older people from a myriad of perspectives, including consumerism, media, work, housing, community and 'beauty'. Brought alive by the voices of people aged 50 to 90, it proves ageing is not passive decline but a process of learning, joy, political engagement, challenges and achievement. Increased longevity has consequences for us all. By challenging our assumptions and stereotypes, this book demonstrates that we are capable of living better together longer in this new, older world.