Advertising Effectively Influences Older Users: How Field Experiments Can Improve Measurement and Targeting

Lewis, Randall A.; Reiley, David

doi:10.1007/s11151-013-9403-y

Cited by 22 publications

(13 citation statements)

References 12 publications

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“…The high level of mass advertising allows for the companies to obtain new customers while keeping their existing ones in order to continue their fast growth trajectory, leading to increased profitability. Additionally, Lewis and Reiley (2014) explain that older users are primarily influenced by advertisements to buy products. The validity of this is questionable because the study focuses on a single retailer; therefore, lacking an adequate sample size to make such a significant claim.…”

Section: Relevant Literaturementioning

confidence: 99%

Strategic determinants of performance of family businesses in the USA and Canada

Lee¹,

Pati²

2020

IJFBRD

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The research explores the relationship among accounting-based performance indices measured in terms of return on assets (ROA), return on equity (ROE), and return on investment (ROI), and market-based performance indices, Tobin's Q, market value, and sales growth in the USA and Canadian family-based businesses. Through the traditional OLS regression analysis, it was confirmed that the firm size, advertising intensity, capital intensity, current ratio, labour productivity, and the firm's age are most likely to have a significant and positive impact on marketing performance indices. Additionally, strategic factors like firm size, capital intensity, current ratio, and labour productivity are statistically significant in determining accounting-based performance measure while R&D intensity (except ROA and ROE), debt leverage, and firm's age are not statistically significant in indicating its accounting performance. The results have a broad implication for managers in family businesses to build a competitive advantage for their organisation.

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Section: Relevant Literaturementioning

confidence: 99%

Strategic determinants of performance of family businesses in the USA and Canada

Lee¹,

Pati²

2020

IJFBRD

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“…the promise of leading an active and independent life as elders often express fear of having to rely on others for everyday tasks [Goodman 2013]. Also, contrary to the common belief, internet advertising appears to be a promising communication channel for targeting elderly consumers [Lewis and Reiley 2014]. According to Goodrich's [2013] study results, online banner advertisement requiring schema-based processing induced greater attention and purchase intention for older participants than younger participants.…”

Section: Literature Review: the Portrayal Of Older Consumers In Markementioning

confidence: 99%

Identifying the portrayal of 50+ consumers in Polish print advertising

Badowska¹,

Rogala²

2016

EBR

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BOOK REVIEWSMariusz E. Sokołowicz, Rozwój terytorialny w świetle dorobku ekonomii instytucjonalnej. Przestrzeń -bliskość - Abstract : This article raises an issue of consumers at the age of 50+. The role of this market segment is constantly growing in Poland, but despite of this, it is still hard to identify this wide consumer group. Therefore, the aim of the paper is to identify the portrayal of older people (50+) in Polish print advertising. Amongst over-fifty consumers, the press media are still the key communication channel for spreading marketing recommendations to this consumer group. Content analysis was employed to define the characteristics of these consumers. The research demonstrates that firstly, the older generation is depicted mostly marginally, secondly, women are over-represented, and thirdly, only a few product categories portray the older models at all. Two schemes ‚brand ambassador' or/and ‚representative of a consumer target group' were used to reflect the portrayals of this market group. In spite of the common opinion, that the market segment of people of 50+ is uniform, the findings suggest that older consumers are not homogeneous. A new age segmentation for the elderly has been proposed. The older market segment is sharply divided into two groups (‚mature' and ‚elderly'). The age of 60 is a strong demarcation line here. The portrayal of ‚mature' consumers at the age of 50-59 covers 50% of all the engaged older consumers in print adverts. Over 10 different portrayal models have been found in the market communications analyzed. The contemporary ‚mature' ones differ substantially from stereotypical models reserved for elderly consumers. Over 7 different models, mostly still ‚young bodies and souls', are adapted to express the portrayal of this target group. However, for both the elderly ‚young' and ‚mature' (60+) sub-group the models are much more predictable and traditional. The segment of 80+ does not exist at all in print adverts. Generally, the portrayal of 50+ is more complicated and diverse than it is commonly believed in practice.

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“…One key difference between seniors and other groups is that they show more obsessive passion for gambling when their behavior is problematic [88]. They also show a greater likelihood of responding to digital marketing strategies than other sub-groups [89].…”

Section: Introductionmentioning

confidence: 99%

Strategies to customize responsible gambling messages: a review and focus group study

et al. 2018

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BackgroundResponsible gambling messages are widely used as a tool to enable informed choice and encourage appropriate gambling behavior. It is generally accepted that gamblers have different levels of risk of developing gambling problems and require various harm minimization tools and resources. Therefore, it is reasonable to expect that responsible gambling messages should be customized and target specific groups of gamblers. This project aimed to understand hypothesized differences between cohorts of gamblers and receive qualitative feedback on archetypal targeted messages used to increase use of responsible gambling tools.MethodsFocus groups were held to test messages for specific cohorts: young adults (18–24 years), seniors (60+ years), frequent gamblers (weekly), and gamblers of skill-based games (poker, sports betting).ResultsCohorts exhibited different preferences and responses to message archetypes. Seniors preferred messages about limit setting, whilst young adults and frequent gamblers responded to messages about their own play and expertise. Skill game gamblers were interested in the odds of winning and their own outcomes over time. However, all groups agreed that using positive, non-judgmental language in messaging is important.ConclusionsThis research makes an important contribution to the field by demonstrating that the wording of message content will likely influence the effectiveness of such messages differentially across various groups of gamblers for engaging gamblers in harm reduction tools. Guidance is provided on themes that can be used by public health marketers.Electronic supplementary materialThe online version of this article (10.1186/s12889-018-6281-0) contains supplementary material, which is available to authorized users.

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Advertising Effectively Influences Older Users: How Field Experiments Can Improve Measurement and Targeting

Cited by 22 publications

References 12 publications

Strategic determinants of performance of family businesses in the USA and Canada

Strategic determinants of performance of family businesses in the USA and Canada

Identifying the portrayal of 50+ consumers in Polish print advertising

Strategies to customize responsible gambling messages: a review and focus group study

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