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

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.
Type
Journal Article
Type of thesis
Series
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.
Date
2013
Publisher
Routledge
Degree
Supervisors
Rights