질환 광고에 대한 지역별 고령 노인소비자의 반응

Abstract

The importance of marketing toward elderly consumers has been emphasized as Korea enters into an aging society at a faster rate than expected. However, in spite of the importance in both policy and social perspectives toward an aging society, relevant studies have not yet been explored. Therefore, the current research targets elderly consumers and explores their responses toward TV advertisements of disease prevention. This study was conducted by a global pharmaceutical company. According to the results, elderly consumers showed a more positive response toward disease advertisements after watching it on TV. This result was different depending on region. That is, elderly consumers who live in non-metropolitan areas showed a more positive response toward the advertisement, whereas those who live in metropolitan areas showed the same response prior to and after watching the TV advertisement. In addition, elderly consumers who live in non-metropolitan areas showed a higher attention to a disease prevention advertisement, reliability of the advertisement, and a higher usefulness. That is, as the social life of elderly consumers decreases, which they depend more on mass media and search for information that they need through mass media. Furthermore they are highly dependent on TV information due to the decreased social life and are most interested in the disease prevention TV commercials. This study investigates the effectiveness of TV commercials toward elderly consumers as a psychological mechanism by survey, experimental methods, and the various characteristics that they share. The findings of this study suggest the implication of advertising strategy and silver marketing strategy for the increasing aged consumers.