Television advertising and senior market: perceptions and reality

Paurav Shukla

Research output: Contribution to journalArticlepeer-review


The world population is forecasted to age faster over the next half century than ever before. On the other hand, according to a media involvement study conducted by National Family Opinions’ Worldgroup (2002) television is the most influential medium affecting buying behaviour of consumer segments. This study attempts to understand the perceptions of the older consumers about television advertising and how television advertisements can more effectively address the senior market’s needs. Using exploratory research and multiplecase study methodology the study attempts to explore the behaviour of the senior market and provide insights on how these consumers perceive television advertising and how the message can be moulded to suit their needs.
Original languageEnglish
Pages (from-to)23-37
Number of pages15
JournalAIMS International Journal of Management
Issue number1
Publication statusPublished - Jan 2007


  • Television advertising, Senior market, older consumers


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