Getting the Focus Right: New Zealand Baby Boomers and Advertisements for Glasses

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dc.contributor.authorFitzPatrick, Mary
dc.contributor.authorKing, Chloe
dc.contributor.authorDavey, Janet
dc.coverage.spatialEnglanden_NZ
dc.date.accessioned2013-08-14T03:06:32Z
dc.date.available2013-08-14T03:06:32Z
dc.date.copyright2013-07
dc.date.issued2013
dc.description.abstractAlthough baby boomers constitute an attractive market segment in terms of spending power and size, they have been largely ignored and/or misunderstood by advertisers. This article presents the results of qualitative research into New Zealand baby boomers' responses to advertisements for glasses as a specific health-related product. Key themes emphasize an advertisement's “relate-ability”; the use of “real” characters; the importance of narrative in engaging the viewer; and the standout design elements of information intensity, humor, and point of difference. Themes are related to advertisements for glasses and illustrated in a mock-up “ideal ad” for glasses. Finally, practical recommendations are made for more effective advertising of glasses to baby boomers.en_NZ
dc.identifier.citationFitzPatrick, M., King, C., Davey, J. (2013). Getting the focus right: New Zealand baby boomers and advertisements for glasses. Health Marketing Quarterly, 30(3), 281-297.en_NZ
dc.identifier.doi10.1080/07359683.2013.814509en_NZ
dc.identifier.urihttps://hdl.handle.net/10289/7858
dc.language.isoenen_NZ
dc.publisherRoutledgeen_NZ
dc.relation.isPartOfHealth Marketing Quarterlyen_NZ
dc.relation.ispartofHealth Marketing Quarterly
dc.relation.urihttp://www.tandfonline.com/doi/abs/10.1080/07359683.2013.814509#.UgrojKz4J7sen_NZ
dc.subjectconsumer behavioren_NZ
dc.subjectbaby boomersen_NZ
dc.subjectmarketingen_NZ
dc.subjectmarketingen_NZ
dc.subjectglassesen_NZ
dc.subjecthealth care productsen_NZ
dc.titleGetting the Focus Right: New Zealand Baby Boomers and Advertisements for Glassesen_NZ
dc.typeJournal Articleen_NZ
pubs.begin-page281en_NZ
pubs.elements-id38844
pubs.end-page297en_NZ
pubs.issue3en_NZ
pubs.volume30en_NZ
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