Abstract:
Purpose: The purpose of this of conducting this research is to identify those advertising
methods and emotional appeals that are influential to senior citizens. As this market is one of the
lucrative markets and still has a potential to be attracted in many ways.
Methodology/Sample: This study involves use of primary data collected through
questionnaires which were filled by 380 respondent, male and female both. The sampling was
done randomly targeting the age group of 60 and above. The respondents belonged to different
social classes and religion. For data analysis Binomial Test has been done.
Findings: The findings of the research conclude that positive emotional appeals if used
in an appropriate manner affect the senior citizens; where as the relevant methods to approach
them is television commercials and outdoor advertising.
The analysis and findings clearly suggest that emotional appeals are more effective than
rational advertising appeal when targeting to senior citizens. Also television and outdoor
advertising which includes billboards and hoardings are the two most desired and impactful
methods that can affect the older citizens.
Practical Implications: The findings of the research will help the advertising sector to
not only have the details of old aged psychology but also potential methods and emotional
appeals that can be undertaken to target the seniors of a population. It’ll further help them to
have better understanding of the details which are needed to be taken under consideration while
developing a promotional message for the older adults.
