Age Differences in Ad Response
Steve Martyn, Prime Advertising, shows that the over-50s are feeling neglected
It has long been recognised by practitioners and researchers that response to ads (in terms of, for example, awareness, recognition, recall, liking, comprehension, and so on) varies by age. Younger people are, typically, quicker to assimilate and respond to ads, and this is a generalisable finding from U&A and tracking studies. At the very least, this should influence media strategies targeting different age groups, and should also encourage the thought that creative treatments and techniques should be adjusted to take account of age-related...