Demographic Advertising: Variation of Choice of Media with Age

Abstract

With the advent of the numerous marketing tools it is becoming difficult for the marketer to select right kind of media for his client company. Demographic information is an important tool which should be analysed while developing marketing strategies to facilitate efficient classification of target audience. The paper focuses on age as an attribute to regulate effective advertising campaigns. To gain an insight into this proposition and make it simpler for marketers, a survey was conducted to find out if there exists any relation between age of the consumers and the media they prefer. The impact of technology was observed across age bands in deciding the choice of media. Using a statistical analysis, it was concluded that choice of media is dependent on the age of customers.