Print Media Advertising Targeted for Senior Citizens

Abstract

The aim of the advertisement is to communicate business information to the present and prospective customers and drive them towards a specific product by showing its effectiveness and importance. Advertising messages are given about products, services and ideas to potential buyers, who are known as the audience.

Processing of message conveyed by an advertisement is critical for successful advertising communication to the audience. The advertisements which are designed to target general audience may not necessarily appeal to senior citizen and therefore analysis of factors that makes the advertising successful for required target audience is very important. This paper attempts to find out the attributes of print advertisement that appeal to senior citizen and it attempts to find difference in perception of male and female senior citizen.