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La perception des publicités par les seniors

Author

Listed:
  • Corinne Chevalier

    (UP1 - Université Paris 1 Panthéon-Sorbonne)

Abstract

Le potentiel démographique et économique des seniors – définis ici comme les individus de 50 ans et plus – a conduit les responsables marketing à s'intéresser aux réactions des seniors face à la publicité. Cet article a pour objectif d'étudier les attitudes des seniors à l'égard de la communication publicitaire en présentant leurs habitudes médias ainsi que leurs perceptions de la publicité. Enfin, il suggère plusieurs recommandations afin de communiquer plus efficacement avec les seniors.

Suggested Citation

  • Corinne Chevalier, 1999. "La perception des publicités par les seniors," Post-Print halshs-02925768, HAL.
    • Handle: RePEc:hal:journl:halshs-02925768
    DOI: 10.7193/DM.018.41.49
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