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| Description: | The objective of this study was to examine the effectiveness of alternative advertising presentation formats, and the quantity of information presented in advertisements in overcoming possible information-processing deficits in senior adults that could affect their recall of ad attributes and brand name, the cognitive responses generated, and attitude toward the ad. In addition, the study examined the effectiveness of retirement status as a classification or segmentation variable in comparison with the use of the more traditional classification variable, chronological age. A convenience sample of senior adult volunteers from church groups, social clubs, and civic organizations from the local area were randomly assigned to one of nine experimental conditions. The experiment utilized a simulated magazine to test the effects of presentation formats (3 levels), and quantity of information (3 levels) on senior adult's recall, cognitive responses and attitude toward the test ads. Covariates (gender, wealth, education, activity level, health, and income) were used to reduce variance. The findings clearly indicate that the presentation format of the can ad adversely affected the memory of some senior adults. In addition, the results were significantly different across the different age levels. Retirement status was less beneficial than chronological age in the current study, but did reveal a marginally significant difference between seniors due to the number of attributes contained in the test ads. The implication of findings for advertisers and those who design marketing communications for seniors are numerous, and relate to the marketer's communication goals. Senior adults may prefer print media, but the inappropriate use of presentation format and the number of product attributes in the ads could have an adverse and significant impact when communicating with senior adults. Recognition of the information-processing differences of senior adults would result in more effective marketing communications for this rapidly growing and important segment of our society. |
| Creator(s): | Muller, Lynn F. |
| Creation Date: | December 2000 |
| Partner(s): |
UNT Libraries
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| Collection(s): |
UNT Theses and Dissertations
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| Usage: |
Total Uses: 51
Past 30 days: 1
Yesterday: 0
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| Publisher Info: |
Publisher Name: University of North Texas
Place of Publication: Denton, Texas
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| Original Creation Date: | December 2000 | |
| Description: | The objective of this study was to examine the effectiveness of alternative advertising presentation formats, and the quantity of information presented in advertisements in overcoming possible information-processing deficits in senior adults that could affect their recall of ad attributes and brand name, the cognitive responses generated, and attitude toward the ad. In addition, the study examined the effectiveness of retirement status as a classification or segmentation variable in comparison with the use of the more traditional classification variable, chronological age. A convenience sample of senior adult volunteers from church groups, social clubs, and civic organizations from the local area were randomly assigned to one of nine experimental conditions. The experiment utilized a simulated magazine to test the effects of presentation formats (3 levels), and quantity of information (3 levels) on senior adult's recall, cognitive responses and attitude toward the test ads. Covariates (gender, wealth, education, activity level, health, and income) were used to reduce variance. The findings clearly indicate that the presentation format of the can ad adversely affected the memory of some senior adults. In addition, the results were significantly different across the different age levels. Retirement status was less beneficial than chronological age in the current study, but did reveal a marginally significant difference between seniors due to the number of attributes contained in the test ads. The implication of findings for advertisers and those who design marketing communications for seniors are numerous, and relate to the marketer's communication goals. Senior adults may prefer print media, but the inappropriate use of presentation format and the number of product attributes in the ads could have an adverse and significant impact when communicating with senior adults. Recognition of the information-processing differences of senior adults would result in more effective marketing communications for this rapidly growing and important segment of our society. |
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| Degree: |
Name:
Doctor of Philosophy
Level:
Doctoral
Discipline:
Marketing
Department:
Department of Marketing and Logistics
Grantor:
University of North Texas
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| Keyword(s): | advertising presentation | IP formats | marketing to seniors | |
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| Partner: |
UNT Libraries
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| Collection: |
UNT Theses and Dissertations
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| Resource Type: | Thesis or Dissertation | |
| Format: | Text | |
| Rights: |
Access:
Use restricted to UNT Community
License:
Copyright
Holder:
Muller, Lynn F.
Statement:
Copyright is held by the author, unless otherwise noted. All rights reserved.
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