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Research papers

How to communicate with the older age segment

Life cycle theory is a key element in the practice of advertising and marketing. Over recent years, the emphasis has been on the young, particularly the YUPPIE. Today the emphasis is being redressed because YUPPIES mature and turn into w hat? In 1988...

Catalogue: Seminar 1989: The Untapped Gold Mine
Authors: Bernard C. Bennett, David Bergg
June 15, 1989

Research papers

Life-style of the elderly in Austria

Partial results of a comprehensive life-style study are presented here. The subsample of 50-to-75-year olds (n=1.500) was subjected to a cluster analysis with the help of 28 variables. Two of the five resulting clusters characteristically...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Rudolf Bretschneider
Company: GfK
June 15, 1989

Research papers

Selecting advertising routes for older target audiences (more than one way to skin a cat)

Our paper describes TBWA's approach to analysing advertising and how it can be used to isolate the different ways of communicating most effectively to old people as various brands' messages differ. The approach basically involves splitting the...

Catalogue: Seminar 1989: The Untapped Gold Mine
Authors: Jane Fiori, Patrick Peigne
June 15, 1989

Research papers

The elderly segment of the Italian population

This paper draws an outline of that segment of the Italian population aged between 55 and 74 years. The paper sheds light on the behavioural patterns and values of the elderly group compared to those of the average, related to several areas: spare...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Paolo Anselmi
Company: GfK
June 15, 1989

Research papers

Private sector housing for the very elderly? (French)

In 1986 B.V.A. conducted a study for a real estate developer on a complex of 200 flats for couples and single people in the Paris area. We interviewed people aged 65 - 85 with an income in proportion to such an investment. Apart from the...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Geneviève Ville
Company: BVA Group
June 15, 1989

Research papers

Eating patterns in the over-60 generation

This document provides some finding, drawn from a 650 page study of senior citizens, which was conducted by GIRA. That study was made in order to determine possible marketing opportunities in this segment of the population and to offer timely...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Pierre Germain
June 15, 1989

Research papers

Overview

It is no news that more people in the United States are living longer than ever before and that they are relatively more vigorous at chronological ages that used to be considered old. This trend toward longer life combined with the social trends to...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Rena Bartos
June 15, 1989

Research papers

The successful aiming of communication at the new generation of retirees (French)

"NOTRE TEMPS" came into the world twenty years ago... in May 1968! Today's generation of retirees has nothing in common with that of 1968. Yet many of the economic decision-makers of 1988 when they speak of today's retirees, evoke memories of their...

Catalogue: Seminar 1989: The Untapped Gold Mine
Author: Gilles de Courtivron
June 15, 1989

Research papers

Marketing to an ageing population

For Europe the major demographic change expected over the next thirty years is the growth in the proportion of the population over 50. This trend must be of importance to marketers, and this is particularly the case as there is growing evidence that...

Catalogue: Seminar 1989: The Untapped Gold Mine
Authors: Stephan Buck, John Gabriel
June 15, 1989