Getting the Focus Right: New Zealand Baby Boomers and Advertisements for Glasses
FitzPatrick, 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.
Permanent Research Commons link: https://hdl.handle.net/10289/7858
Although 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.
- Management Papers