Advertising in the Aging Society: Understanding by Florian Kohlbacher, Michael Prieler

By Florian Kohlbacher, Michael Prieler

Inhabitants getting older is a robust megatrend affecting many nations worldwide. This demographic shift has mammoth results on societies, economies and companies, and therefore additionally for the ads undefined. ads within the getting older Society provides an perception into ads practitioners and shoppers in Japan.

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In this context, key words like “ageless marketing” or “age-neutral marketing” (Stroud, 2005; Wolfe & Snyder, 2003), “universal design” as well as “transgenerational design” (Pirkl, 1994, 2011), play a key role. Universally designed products should be usable by everyone regardless of age, including people with age-related restrictions, but they should be so without emphasizing this aspect to avoid putting off younger customers. An interesting example of a transgenerational product is Nintendo’s hugely successful Wii game console which deliberately seeks to bring several generations together through common games and therefore makes it appealing to the whole family, even grandparents.

2). 1% overall, since promotional advertisements include several types of advertisements. The choice of an advertising medium is highly connected to the characteristics of the medium being considered and to what degree it is useful for advertising the product in a given environment. Naturally, there is a difference between print and radio advertisements, which use unisensory ways of communicating, and television, which relies on multisensory methods of transporting meaning and extending its reach.

Another way of segmenting the market for older people is based on life events (Moschis, 2007, 2012). One such event is retirement. ” The wants and needs of older people are comparably diverse and the areas and industry sectors that feed the market for older people can also profit from this development. At first only the healthcare sector was expected to profit due to the rising demand for medical treatment and healthcare services, but the high number of aged wealthy people, especially in the baby boomer generation, and their favorable spending behavior, soon focused attention on the opportunities in other sectors.

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