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.

Middle age, Methods, Portrayals, Advertising

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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.

United Kingdom, Lodging & Tourist Services, Accommodation, HOTELS AND OTHER LODGING PLACES, AMUSEMENT & RECREATION SERVICES, Recreation, Arts, Entertainment, and Recreation, Consumer Behavior, Statistical Data Included, Research, Industry Overview, Marketing, Travel industry, Demographic aspects, Leisure industry, Hospitality industry, Entertainment industry, Aged consumers, Elderly consumers

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