Advertising strategies - Essay Example

Advertising Strategies Affiliation Advertising Strategies Advertising to Elderly s Elderly consumers represent a market with great potential for profit and sales generation. However, the market displays different market characteristics from the normal target markets. The age factor requires an organization to develop unique marketing strategies. The marketing personnel are required to de respectful when approaching the population. For instance, the use of the term old or elderly may refer to the person as weak and frail.

The sales people should opt for terms such as senior citizens or seniors. The use of print advertisement should be considered as the best approach in place of modern approaches such as the social media (Enis & Roering, 2012). They may access the internet but locating Ads with ease and efficiency may be a difficult task. The development of print advertisement should be done with large prints in consideration that the elderly have poor vision or sight impairments. Sponsorship and partnership with relevant organizations are also required.

For instance, funding activities in nursing homes and partnering with the institutions provide a significant marketing opportunity. The language or message used in the advertisement should have nostalgic features (Enis & Roering, 2012).Developing a Research Program for a Bookstore The most effective type of exploratory research that should be used is depth interviews. In this approach, the questionnaire is developed in an open-ended way to increase the feedback depth of respondents (Shields & Rangarjan, 2013).

In addition, the questionnaires objectives’ is not to develop a statistical result but rather a responsive feedback on the required marketing needs. The project would be more effective with the use of qualitative research. This is based on that; the bookstore is a new venture and acquiring the market perception and references would be more important that acquiring statistical data. The first step would be to locate a target market or relevant person likely to consume the provided services and products.

Then development of open-ended would be done. The development of the questions should be based on the desires of the market and how the desires are relayed to the consumer (Shields & Rangarjan, 2013). The questionnaire would then be used in a depth interview research. ReferencesEnis, B. & Roering, K. (2012). Review of Marketing 1981. Georgia: Marketing Classics Press. Shields, P. & Rangarjan, N. (2013). A Playbook for Research Methods: Integrating Conceptual Frameworks and Project Management.

Oklahoma: New Forum Press.