Target groups: Older people, grey market

 

This article explores the characteristics and attractiveness of UK older consumers to marketers. It shows that the UK's ageing population is potentially a dominant segment of the consumer market of th ...

A multi-national qualitative study was undertaken, with group discussions in six European countries and in Australia, to explore the changed and changing role of women. The paper explores the historic ...

This case describes how Perpetual Investments, a large, traditional financial services company that sells its products via intermediary financial advisors, utilised brand-building advertising to gener ...

This case describes how Commonwealth Bank broke through stereotypes about people retiring, and launched itself into the forefront of retirement planning. The campaign was the bank’s most successful in ...

This study centres on a target market which is described 'as insurance for Harley-Davidson accounts rather than Hell's Angels'. The main message was to communicate that Progressive was the specialis ...

2001 campaign by Target Marketing & Communications for Irving Home Furnaces, a low interest, inertia buying and mature category. Client wanted 30% year-on-year increase in sales during October-Decembe ...

The challenge was to grow Moccona's market share in the premium instant coffee sector. Several objectives were set and the case study shows they were significantly exceeded well before target dates.

This article reports on a study that examined whether American advertisers have used negative stereotyping of the elderly, which critics claim contributes to a climate of ageism. Results of the study ...

This paper provides an overview of the over-50s as a target market, and why they have often been (wrongly) neglected by advertisers. The reasons offered include: (1) unreceptive to new ideas and prod ...

This campaign was aimed at reducing illiteracy among children and focuses on recruiting volunteers to provide one-to-one reading support for 7 to 11 year olds in the Yorkshire and Humberside area. The ...

Campaign to launch Vodafone’s roaming Prepay service for use abroad. TV and poster ads built on the reasons why people write holiday postcards. High awareness and interest achieved. Gold winner, APG A ...

1999-2000 TV campaign to rebrand Clarica life insurance services, after name change from Mutual Life due to demutualisation. Need to brand the new name quickly to customers and all stakeholders, in ve ...

The company's future hinged on BR's success and to turn the company around, BR needed to grow and expand its market beyond core users. BR seized the opportunity to segment its business and thus had t ...

1999 campaign to reposition and revitalise BUPA. BUPA is the definitive private medical insurance (PMI) brand, but PMI by 1998 was stagnating, and BUPA was losing awareness as well as attracting some ...

Discusses results of a survey into the attitudes of the `grey generation' (`empty nesters'). This generation is fulfilled, active and enjoying itself. However, it has not (yet) converged with younger ...

Describes a research study of older people making trips by car in the US, for Best Western and their advertising agency Cole Henderson Drake (Atlanta). Objective: to discover how `seniors' make trave ...

The fundamental challenge was to generate excitement about ice hockey in the heat of Southern Florida. The campaign objectives were to build participation and loyalty and the results show that both o ...

Campaign in 2000 for Subaru in Australia. Subaru is the only car maker exclusively manufacturing all-wheel-drive (AWD) cars. Objective: to use Subaru's positive brand perception to increase its brand ...

The market for consumer purchased oil filters had been stagnant or decreasing for five years, as a result of the proliferation of national oil-change franchises and other speciality car-care chains. F ...

The Fidelity Investment Q & A/ Peter Lynch campaign is a solution to a marketing challenge on several levels. By the end of the first quarter of 1999 the campaign was recognised as an overwhelming su ...

People of different ages respond differently to advertising. People aged over 50 were found to be neglected by most campaigns and to assume advertising was for younger people, and examples of brands a ...

The 'baby-boomer' generation - those who were in their teens in the 1960s - constitutes the next and biggest wave of people to come up to retirement. Their taste in music and other areas of consumptio ...

Examines the importance of 30-50 year-old men for the market. Their economic influence and career seniority are dominant ('the Power Generation'). Understanding this generation could be key to big mar ...

This paper discusses the criticism that has been targeted at the advertising industry about its hesitancy to use older models in advertising. It reports research on this issue in the context of curren ...

This paper examines the Grey market, exploring whether or not it exists as a discrete sector and whether the conventional age band structure is the most useful way of segmenting it. It suggests that m ...

A personal account by someone born in the early 1940s, challenging the myths and stereotypes held about older people by those (mostly in their 30s) who make marketing decisions. Older people are just ...

Investigates the facts and figures behind the financial well-being of `Third Agers'. Retired people are not a monolithic segment; there are considerable disparities of income and resources. The articl ...

Discusses the problems of marketing to the `third age', and wonders why marketers and advertisers seem to find it so difficult. The difficulties of understanding what motivates older people and the em ...

Argues for the importance of looking more seriously at older age groups (because of their increasing numbers). Factors that should be considered when researching older people are discussed under vario ...

Few studies have specifically addressed information processing by older consumers. Yet, the growth of the elderly as a consumer group makes this an issue of vital importance to marketers and advertis ...