The Effectiveness of Time-Compressed Television Advertisements with Older Adults

Nancy Stephens

39 citations0/0 files storedJournal of Advertising

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Marketing and Advertising Strategies Media, Gender, and Advertising Advertising and Communication Studies

Abstract

Time-compressed television advertisements have produced superior recall in college students. The current study indicates that young adults do recall more from time-compressed advertisements, but that elderly adults recall less and middle-aged adults are somewhere in between. These results hold for normal television advertisements as well.

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References

1961A Model for Predictive Measurements of Advertising Effectiveness 1973The psychology of adult development and aging.1961A Model for Predictive Measurements of Advertising Effectiveness 1977Age Differences in Information Processing: A Perspective on the Aged Consumer 1967Cognitive Processes in Maturity and Old Age 1960Handbook of Aging and the Individual: Psychological and Biological Aspects.1978Profiling the Shopping Behavior of Elderly Consumers 1970Toward an experimental psychology of aging.

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2017A Practical Guide to Experimental Advertising Research 2006Can Limiting Choice Increase Social Welfare? The Elderly and Health Insurance 1989Fashion Information Seeking by Younger and Older Consumers 1994Aging and the Problem of Television Clutter 2013Advertising Effectively Influences Older Users: How Field Experiments Can Improve Measurement and Targeting 2023What we do know and don’t know about marketing communications on mature consumers

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