This comparative study attempts to gain a better understanding of how to target the older European consumers and, more precisely which advertising appeals are most effective amongst the older consumers of Poland, Hungary, Ireland and the UK. In an experiment, older (N=93) and younger (N=275)...

Cover -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- List of Figures -- List of Tables -- About the Authors -- 1 Marketing Communications as a Strategic Marketing Tool -- Introduction -- Retailer Influence, Product, Services, Business-To-Business and Social Marketing --...

"Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets. At the same time, the fundamental communication processes and well-established theories and...