Coverart for item
The Resource Advertising in the Aging Society : Understanding Representations, Practitioners, and Consumers in Japan, by Michael Prieler, Florian Kohlbacher

Advertising in the Aging Society : Understanding Representations, Practitioners, and Consumers in Japan, by Michael Prieler, Florian Kohlbacher

Label
Advertising in the Aging Society : Understanding Representations, Practitioners, and Consumers in Japan
Title
Advertising in the Aging Society
Title remainder
Understanding Representations, Practitioners, and Consumers in Japan
Statement of responsibility
by Michael Prieler, Florian Kohlbacher
Creator
Contributor
Author
Subject
Language
eng
Summary
Population aging is a powerful megatrend affecting many countries around the world. This demographic shift has vast effects on societies, economies and businesses, and thus also for the advertising industry. Advertising in the Aging Societ y presents an insight into advertising practitioners and consumers in Japan
Member of
Cataloging source
NUI
http://library.link/vocab/creatorName
Prieler, Michael
Dewey number
658.8
Image bit depth
0
Index
no index present
LC call number
HF5410-5417.5
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
Kohlbacher, Florian
http://library.link/vocab/subjectName
  • Business
  • Marketing
  • Marketing research
  • Leadership
  • Industrial procurement
  • International business enterprises
  • International economic relations
  • Business and Management
  • International Economics
  • Procurement
  • International Business
  • Business Strategy/Leadership
  • Market Research/Competitive Intelligence
Label
Advertising in the Aging Society : Understanding Representations, Practitioners, and Consumers in Japan, by Michael Prieler, Florian Kohlbacher
Instantiates
Publication
Antecedent source
mixed
Bibliography note
Includes bibliographical references
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
not applicable
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Cover; Title; Copyright; Dedication; Contents; List of Figures; List of Tables; Foreword; Preface; Acknowledgments; 1 Advertising in the Aging Society: Setting the Stage; Aging societies around the world; Population aging on a global scale; Business implications of the aging society; Japan's aging society; The world's most aged society; Shifting markets; Segmenting the market for older people; The Japanese lead market; Information sources, media effects, and attitudes toward older people; Information sources for older people; Mass media and advertising
  • Media effects on (consumer) socializationAttitudes toward older people; 2 Characteristics of Japanese Television Advertising; Introduction to Japanese advertising; Japanese advertising agencies; Advertising media; Specialties of Japanese television advertising; Atmospheric/mood/soft-sell advertisements; 15-second advertisements; Lack of comparative advertising; Advertisements with tarento/celebrities; Advertisements with foreigners; Conclusion; 3 The Representation of Older People in Japanese Television Advertisements; Theoretical framework; Literature review
  • Frequency of older people (by gender)Perceived importance and celebrities; Image of older people; Social interaction; Setting; Product categories; Results; Discussion; Implications; 4 Advertising Practitioners' Views on the Use of Older Models; Literature review; Results; Attitudes in terms of communication objectives and effectiveness of older spokespersons; General views on older models in advertising; Factors influencing the intention to use more older models; Product categories and match-up hypothesis; Discussion
  • Attitudes in terms of communication objectives and effectiveness of older spokespersonsGeneral views on older models in advertising; Factors influencing the intention to use more older models; Product categories and match-up hypothesis; Implications; 5 Consumer Response to the Portrayal of Older People in Television Advertising; Literature review; Sources of information for older people; Consumer response to the portrayal of older people in television advertisements; Results; Discussion; Implications; 6 Conclusion and Outlook; Representation of older people
  • Why are older people still ignored?Social effects, ethical considerations, and outlook; Limitations and future research; Afterword; Appendix 1: Method of Content Analysis; Sample and coding; Variables; Appendix 2: Method of Advertising Agency Survey; Sample; Measures; Analysis strategy and techniques; Appendix 3: Method of Consumer Survey; Sample; Measures; Analysis techniques; References; Index
Dimensions
unknown
Extent
1 online resource (XXIII, 155 pages)
File format
multiple file formats
Form of item
online
Isbn
9781137586605
Level of compression
uncompressed
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other control number
10.1057/9781137586605
Other physical details
online resource
Quality assurance targets
absent
Reformatting quality
access
Specific material designation
remote
System control number
  • SPR947796280
  • ocn947796280
Label
Advertising in the Aging Society : Understanding Representations, Practitioners, and Consumers in Japan, by Michael Prieler, Florian Kohlbacher
Publication
Antecedent source
mixed
Bibliography note
Includes bibliographical references
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
not applicable
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Cover; Title; Copyright; Dedication; Contents; List of Figures; List of Tables; Foreword; Preface; Acknowledgments; 1 Advertising in the Aging Society: Setting the Stage; Aging societies around the world; Population aging on a global scale; Business implications of the aging society; Japan's aging society; The world's most aged society; Shifting markets; Segmenting the market for older people; The Japanese lead market; Information sources, media effects, and attitudes toward older people; Information sources for older people; Mass media and advertising
  • Media effects on (consumer) socializationAttitudes toward older people; 2 Characteristics of Japanese Television Advertising; Introduction to Japanese advertising; Japanese advertising agencies; Advertising media; Specialties of Japanese television advertising; Atmospheric/mood/soft-sell advertisements; 15-second advertisements; Lack of comparative advertising; Advertisements with tarento/celebrities; Advertisements with foreigners; Conclusion; 3 The Representation of Older People in Japanese Television Advertisements; Theoretical framework; Literature review
  • Frequency of older people (by gender)Perceived importance and celebrities; Image of older people; Social interaction; Setting; Product categories; Results; Discussion; Implications; 4 Advertising Practitioners' Views on the Use of Older Models; Literature review; Results; Attitudes in terms of communication objectives and effectiveness of older spokespersons; General views on older models in advertising; Factors influencing the intention to use more older models; Product categories and match-up hypothesis; Discussion
  • Attitudes in terms of communication objectives and effectiveness of older spokespersonsGeneral views on older models in advertising; Factors influencing the intention to use more older models; Product categories and match-up hypothesis; Implications; 5 Consumer Response to the Portrayal of Older People in Television Advertising; Literature review; Sources of information for older people; Consumer response to the portrayal of older people in television advertisements; Results; Discussion; Implications; 6 Conclusion and Outlook; Representation of older people
  • Why are older people still ignored?Social effects, ethical considerations, and outlook; Limitations and future research; Afterword; Appendix 1: Method of Content Analysis; Sample and coding; Variables; Appendix 2: Method of Advertising Agency Survey; Sample; Measures; Analysis strategy and techniques; Appendix 3: Method of Consumer Survey; Sample; Measures; Analysis techniques; References; Index
Dimensions
unknown
Extent
1 online resource (XXIII, 155 pages)
File format
multiple file formats
Form of item
online
Isbn
9781137586605
Level of compression
uncompressed
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other control number
10.1057/9781137586605
Other physical details
online resource
Quality assurance targets
absent
Reformatting quality
access
Specific material designation
remote
System control number
  • SPR947796280
  • ocn947796280

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