Les publicités télévisées qui ciblent les seniors diffèrent-elles des autres publicités ? Une analyse de contenu des éléments d'exécution

Sophie Lacoste-Badie ()

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Abstract: Since 30 years, marketing researchers make recommendations for improving the effectiveness of advertising campaigns that target older consumers. Starting from the contributions of psychology on cognitive aging, they recommend including adjustments in the choice of executional elements. The purpose of this study is to give a better insight into the advertising design as far as these recommendations are concerned. The study involved 140 television commercials broadcast in France between 1991 and 2009 targeting the elderly. The results show that only part of the research advice is taking into account. Finally, we will specify implications and future research.

Keywords: advertising design; cognitive aging; content analysis; conception des annonces; vieillissement cognitif; analyse de contenu (search for similar items in EconPapers)
Date: 2010-01
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Published in 9th International Congress Marketing Trends, Jan 2010, Venise, Italie. 31 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00471589

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