The effects of TV Advertising on older consumer behaviour over 50 Essay

The effects of TV Advertising on older consumer behaviour over 50 years in the United Kingdom - Essay standardThe findings of the research suggest that the segmentation of the group under question leaves somewhat to be desired assumption that this group are given little relevance and on the whole underrepresented within the media. In addition, it was show that it is not so much the underrepresentation that is an issue with this group, rather it is the portrayal it is felt that older consumers are pictured in a disparaging and derogatory manner of be ill and feeble or instead unrealistically attractive. This lack of synergy between the advertisers and the third agers is somewhat dangerous given their growing spend power within society and it is one which cannot be ignored if companies wish to be lucrative. The advertisers and the marketers throw been exploiting the unprotected minds of the children as they recognize the increasing influence that children have in family purchas e decision making. The study besides finds that organisations engage in CSR activities basically with a profit-driven motive while trying to project an image of being socially conscious and responsible organisation. All efforts towards this is aimed at enhancing the brand image, the brand identity and the corporate image. The merchandise mix elements in advertisement for older consumers have not been appropriately addressed. The study concludes that television advertising has not been able to make any significant impact on the older consumers. The limitations to the study have been highlighted and areas for further research have been recommended. Table of Contents Chapter One Introductory Chapter 1.0 Background 1 1.1 rationale for research 3 1.2 Aims and Objectives 4 1.3 look questions 4 1.4 Dissertation Structure 5 1.6 Chapter Summary 6 Chapter Two Literature Review 2.0 Chapter Overview 7 2.1 The older consumers 7 2.1.1 The concept of older consumers 7 2.1.2 life-style of the older consumers 8 2.1.3 Segmentation for the older consumers 10 2.2 The advertising forte 11 2.2.1 Principles of Advertising 11 2.2.2 Advertising as a means of persuasion 13 2.2.3 Television as an advertising medium 14 2.3 CSR and advertising 16 2.4 Consumer behaviour 18 2.5 Consumer buying process 19 2.6 Summary of the chapter 21 Chapter Three Research Methodology 3.0 Chapter Overview 22 3.1 Academic Research 22 3.2 Purpose of the research and phenomenon 23 3.3 Epistemology 23 3.4 Research Approach 24 3.6 Data Collection 25 3.7 Justification Secondary Research 25 3.8 Sources of secondary data 28 3.9 Ethical concerns 29 3.10 Chapter Summary 29 Chapter Four FINDINGS 4.0 Chapter Overview 30 4.1 Television advertising and the older consumers 30 4.2 The impact of television advertising on the children 37 4.3 CSR in television advertising 39 4.3 Chapter Summary 43 Chapter Five Discussion and Analysis 5.0 Discussion 44 5.1