Author(s): Senda Baghdadi and Hana Bennour
The senior population is growing and represents an important target for consumption. Executives, marketers and advertising specialists should take them into account and understand them better in order to serve them better. This paper then uses first theory to identify the behavior of seniors towards advertising in general and towards actors in particular, and then determines the factors that make seniors-oriented advertising effective. Second, the paper presents the theoretical background that informs the study’s conceptual model. Third, it reports and discusses the results and presents managerial implications for managers, marketers and advertising agencies.