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- Title
THE SENIOR POPULATION AND ITS PERCEPTION OF ADVERTISING: INFLUENCE OF THE MEDIA AND THE ISSUER.
- Authors
Ávila-Rodríguez-de-Mier, Belén; Martín-García, Noemí
- Abstract
The accelerated aging of the population has caused the older ones to become a target group of high interest for some brands. Therefore, this work is proposed to know the opinion that seniors have about advertising and the degree of credibility they give to the ads depending on the issuer and the media that displays them. The methodology used to respond to this objective is based on interviews with individuals from 65 to 84 years old with active aging habits and living in Segovia capital (N=184). The results show some reluctance to advertising, especially among men and the youngest (65 to 74 years old), even though its usefulness is recognized. In addition, radio advertising and institutional advertising are perceived as more credible as opposed to the one issued on the internet and that other coming from political parties. This work is the starting point of a line of research aimed at knowing the behavior of seniors in their role as consumers of advertising. Its originality lies in offering a new and segmented information that can help plan communication strategies aimed at impacting a target group as heterogeneous and unknown as the senior.
- Subjects
SEGOVIA (Spain); ADVERTISING; ACTIVE aging; RADIO advertising; SENSORY perception; COMMUNICATION planning; INTERNET privacy
- Publication
Revista de Comunicación de la SEECI, 2019, p19
- ISSN
2695-5156
- Publication type
Article
- DOI
10.15198/seeci.2019.49.19-37