The effects of TV Advertising on older consumer behaviour over 50 Essay

The effects of TV Advertising on older consumer behaviour over 50 years in the United Kingdom - Essay Example The findings of the research suggest that the segmentation of the group under question leaves somewhat to be desired given that this group are given little relevance and on the whole underrepresented within the media. In addition, it was found that it is not so much the underrepresentation that is an issue with this group, rather it is the portrayal; it is felt that older consumers are portrayed in a disparaging and derogatory manner of being ill and feeble or alternatively unrealistically attractive. This lack of synergy between the advertisers and the third agers is somewhat dangerous given their growing spending power within society and it is one which cannot be ignored if companies wish to be lucrative. The advertisers and the marketers have been exploiting the vulnerable minds of the children as they recognize the increasing influence that children have in family purchase decision making. The study also finds that organisations engage in CSR activities basically with a profit-dr iven motive while trying to project an image of being socially conscious and responsible organisation. All efforts towards this is aimed at enhancing the brand image, the brand identity and the corporate image. The marketing mix elements in advertising for older consumers have not been appropriately addressed. The study concludes that television advertising has not been able to make any significant impact on the older consumers. The limitations to the study have been highlighted and areas for further research have been recommended. Table of Contents Chapter One: Introductory Chapter 1.0 Background 1 1.1 Rationale for research 3 1.2 Aims and Objectives 4 1.3 Research questions 4 1.4 Dissertation Structure 5 1.6 Chapter Summary 6 Chapter Two: Literature Review 2.0 Chapter Overview 7 2.1 The older consumers 7 2.1.1 The concept of ‘older consumers’ 7 2.1.2 Lifestyle of the older consumers 8 2.1.3 Segmentation for the older consumers 10 2.2 The advertising medium 11 2.2.1 Pr inciples of Advertising 11 2.2.2 Advertising as a means of persuasion 13 2.2.3 Television as an advertising medium 14 2.3 CSR and advertising 16 2.4 Consumer behaviour 18 2.5 Consumer buying process 19 2.6 Summary of the chapter 21 Chapter Three: Research Methodology 3.0 Chapter Overview 22 3.1 Academic Research 22 3.2 Purpose of the research and phenomenon 23 3.3 Epistemology 23 3.4 Research Approach 24 3.6 Data Collection 25 3.7 Justification: Secondary Research 25 3.8 Sources of secondary data 28 3.9 Ethical concerns 29 3.10 Chapter Summary 29 Chapter Four: FINDINGS 4.0 Chapter Overview 30 4.1 Television advertising and the older consumers 30 4.2 The impact of television advertising on the children 37 4.3 CSR in television advertising 39 4.3 Chapter Summary 43 Chapter Five: Discussion and Analysis 5.0 Discussion 44 5.1

Macro5C Essay Example | Topics and Well Written Essays - 1250 words

Macro5C - Essay Example The continuous failures may have discouraged the workers therefore they stopped looking for jobs ahead and â€Å"gave up† the idea of employment. In the above calculation, these people were not included in the unemployed workforce as they are not currently seeking job. However, if the Bureau of Labor statistics decided to include these workers as â€Å"Unemployed labor force† then the number of unemployed would go up and therefore the unemployment rate will likely be increased followed by an increase in total workforce, as shown below: Unemployed workforce = 8.4 million + 1.2 million = 9.6 million workers Total workforce = 116.9 + 1.2 = 118.1 Million people New Unemployment Rate = (9.6 / 118.1) * 100 = 0.09129 * 100 = 8.129 % The discouraged workers are not usually taken in to the unemployed workers account as the term â€Å"unemployment† directly refers to people who are out of jobs and actively looking for them yet unable to find them, where as discouraged work ers are workers who have given up on their search. ... Answer 3: Unemployment is a vast term used in economics very frequently; unemployment does not only refers to people without jobs due to limited reasons but has more complexities to it that economics defines. There are different kinds of unemployment including frictional, structural, seasonal, classical and cyclical unemployment. Out of all these, for simplicity in theory, economists often use three types of unemployment for explanations of economic phenomena; cyclical unemployment, frictional unemployment and structural unemployment. Frictional Unemployment refers to unemployment that is a temporary condition caused as a result of â€Å"looking between jobs†. It’s when an individual leaves one job in search of another and this gap of leaving the job and finding a new job is a temporary period of unemployment known as frictional unemployment. On the other hand, structural unemployment is due to mismatch of skills of the workers; they may become obsolete or not appropria te for the job kind. These two are basic levels of unemployment that would ALWAYS be there in any economy as they are natural and inevitable, so economists don’t really worry about these kinds of unemployment. The major cause of concern for economists is the cyclical unemployment; also known as Demand deficient unemployment. This is caused as a result of lack of aggregate demand in an economy putting downward pressure on the economy and increasing the inflationary gap. This type of unemployment can drive the economy out of working condition if it exists for a long span of time without appropriate government interventions (The great depression of 1930’s may serve as an example for such a case). When economists talk about â€Å"Natural Rate of Unemployment† they are reffering to the full