How to adapta strategy of communications to the needs of older adults?

Bogna Pilarczyk , Magdalena Stefańska

Abstract

The aim of the paper is to explain how elements of model of marketing communications could be modified in case of older adults. The trend of aging societies and development of innovative technologies of communication forced companies to re-think strategies of communication and means which are used to reach the target group. The authors concentrated on the explanation how the phenomenon of aging forced marketers to modify some elements of strategies of communications,on the examples of selected communications tools from different sectors – cosmetics and pharmaceutical industry.Literature studies as well as an analysis of selected advertising messages are aimed to indicate a successful method of communicating with the segment of older adults. The examples used in this study belong to the selected industries,which are increasingly active in communication with the older generation. These are: the cosmetics and the pharmaceutical industries.
Author Bogna Pilarczyk (WZ / KSM)
Bogna Pilarczyk,,
- Department of Marketing Strategies
, Magdalena Stefańska (WZ / KSM)
Magdalena Stefańska,,
- Department of Marketing Strategies
Pages1-12
Publication size in sheets0.55
Book Andreani Jean-Claude, Collesei Umberto (eds.): Proceedings of 16th International Marketing Trends Conference 2017, 2017, Marketing Trends Asociation, ISBN 978-2-9532811-2-5
Keywords in Englishinnovations in communication, older adults, integrated communications means
URL http://archives.marketing-trends-congress.com/2017/pages/PDF/016.pdf
Languageen angielski
Score (nominal)5
Score sourcepublisherList
ScoreMinisterial score = 5.0, 15-04-2020, ChapterFromConference
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