dc.contributor.author | FitzPatrick, Mary | |
dc.contributor.author | King, Chloe | |
dc.contributor.author | Davey, Janet | |
dc.coverage.spatial | England | en_NZ |
dc.date.accessioned | 2013-08-14T03:06:32Z | |
dc.date.available | 2013-08-14T03:06:32Z | |
dc.date.copyright | 2013-07 | |
dc.date.issued | 2013 | |
dc.identifier.citation | 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. | en_NZ |
dc.identifier.uri | https://hdl.handle.net/10289/7858 | |
dc.description.abstract | 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. | en_NZ |
dc.language.iso | en | en_NZ |
dc.publisher | Routledge | en_NZ |
dc.relation.ispartof | Health Marketing Quarterly | |
dc.relation.uri | http://www.tandfonline.com/doi/abs/10.1080/07359683.2013.814509#.UgrojKz4J7s | en_NZ |
dc.subject | consumer behavior | en_NZ |
dc.subject | baby boomers | en_NZ |
dc.subject | marketing | en_NZ |
dc.subject | marketing | en_NZ |
dc.subject | glasses | en_NZ |
dc.subject | health care products | en_NZ |
dc.title | Getting the Focus Right: New Zealand Baby Boomers and Advertisements for Glasses | en_NZ |
dc.type | Journal Article | en_NZ |
dc.identifier.doi | 10.1080/07359683.2013.814509 | en_NZ |
dc.relation.isPartOf | Health Marketing Quarterly | en_NZ |
pubs.begin-page | 281 | en_NZ |
pubs.elements-id | 38844 | |
pubs.end-page | 297 | en_NZ |
pubs.issue | 3 | en_NZ |
pubs.volume | 30 | en_NZ |