Search results

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb024731. When citing the article, please cite: Alan J. Greco, (1988), “REPRESENTATION OF THE ELDERLY IN ADVERTISING: CRISIS OR INCONSEQUENCE?”, Journal of Services Marketing, Vol. 2 Iss: 3, pp. 27 - 34.

Advertisers have been criticized for underrepresenting the elderly in print ads and television commercials. What critics often overlook, however, are audience and product considerations along with the effectiveness of older spokespersons in influencing intent to purchase among elderly and younger consumers. This article examines what is currently known about the use of older persons in advertising and extends these findings by reporting the views of advertising agency executives on this topic. From the results of these studies, an audience‐product matrix with examples is provided to help put the advertiser's position into perspective. According to the literature reviewed and the perceptions of advertising agency executives, the use of elderly spokespersons tends to work best when the product or service can be targeted to elderly consumers and the products or services themselves are elderly‐oriented. There is some evidence to suggest that elderly persons are used in advertisements not because advertisers want to represent the elderly, but rather when these spokespersons can sell the product.

For many years the senior citizen market has been eclipsed by the youth market. This has been especially true in the market for apparel. While manufacturers, such as Levi Strauss, have offered fuller‐cut clothing and jeans for the mature consumer, a void still exists in the fashion clothing market for older Americans.

For decades, organizations have based their marketing efforts to the 65 and older market on traditional stereotypes. This is surprising given the size, growth, and spending power of this market. It is also inconsistent with the marketing concept. This article identifies a number of dimensions which highlight the diversity of the so‐called senior citizen market. The diversity of this market involves a complex set of factors involving age, health, income, education, retirement, information processing, the self‐concept, reference groups, and cohort membership. The marketing implications of these dimensions are illustrated through examples of current marketing practice.

Discusses the findings of research into the development of marketing decision support systems. States that MDSS represents a break with traditional, more rigid management information systems development, offering a developmental approach. Offers a framework for MDSS development together with possible applications for such support systems, based on case‐study analysis.

Discusses the findings of research into the development of marketing decision support systems. States that MDSS represents a break with traditional, more rigid management information systems development, offering a developmental approach. Offers a framework for MDSS development together with possible applications for such support systems, based on case study analysis.

Presents a foundation for the development of marketing decision support systems (MDSS). Argues that traditional management information systems typically follow a sequential flow through analysis, design, and implementation; MDSS involves a developmental approach emphasizing iteration and evaluation through the various stages. Surmises that MDSS offers marketing managers the advantages of an interactive system to supply them with useful information to help improve decision making.

Examines the need for marketers of service innovations to be aware of barriers to trial and adoption. Considers the example of the introduction of interactive home video ordering services in the USA which failed in part due to inaccurate market segmentation and targeting. Introduces empirical evidence, based on Roger′s model of diffusion, that early trier segments exist for innovative services. States that the study′s findings are of relevance to other services such as cellular telephone systems and electronic funds transfer systems. Concludes that early trier segments should be targeted during initial marketing carried out by service providers, who will have studied potential markets and identified requirements of different segments.

Today's long haul travelers require destination information before they travel to a destination, and also while they are at the destination. The increasing complexity of the tourism industry and the increasing sophistication and diversity of travelers, makes access to this information both more important and more difficult, especially for long haul destinations. Indeed there are substantial search costs for travelers to identify products in long haul destinations. More accessible information sources on a destination's facilities can reduce the substantial search costs that are incurred in the planning and organization of a long haul trip, and thereby facilitate market transactions in the destinations.

Discusses five barriers to new product adoption by older people. Offers marketing solutions to these barriers: sell value, communicate through children, segment the elderly market, design intergenerational products, utilize relationship marketing and promote product trial. Concludes that marketing innovations to the elderly is different than for other age groups, with a requirement to focus specifically on need, not newness.