Getting the focus right: New Zealand baby boomers and advertisements for glasses.
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.
Waikato Management School, University of Waikato, Hamilton 3240, New Zealand. maryfitz@waikato.ac.nz
Mary
M
FitzPatrick
Chloe
C
King
Janet
J
Davey
D000329:Advertising / Q000379:methods*; D000367:Age Factors; D005139:Eyeglasses; D017144:Focus Groups; D006801:Humans; D016901:Intergenerational Relations; D008297:Male; D008875:Middle Aged; D009520:New Zealand; D036301:Qualitative Research