Model-audience relevance in contemporary advertising: Targeting the Cognitively Young - The growing number of affluent, cognitively young, over-fifty consumers suggests a particularly attractive target market for marketers and advertisers. However, evidence suggests that many advertisers fail to use older models, and if they do, they tend to portray them in a negative and stereotypical manner
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|Authors:||Carrigan, Marylyn; Szmigin, Isabelle|
Marketing and research today : the journal of the European Society for Opinion and Marketing Research. - Amsterdam : ESOMAR, ISSN 0923-5957, ZDB-ID 10055587. - Vol. 27.1999, 1, p. 1-9
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