Essays about: "Lisa Josefsson"

Found 1 essay containing the words Lisa Josefsson.

  1. 1. Zooming the Zoomers : The portrayal of older consumers in printed adverts and the perceptions of this portrayal of younger and older consumers

    University essay from IHH, EMM (Entreprenörskap, Marknadsföring, Management)

    Author : Johanna Holkko Lafourcade; Lisa Josefsson; [2010]
    Keywords : Older consumers; mature consumers; elderly consumers; Zoomers; consumer behavior; advertising; adverts; marketing; younger consumers; portrayal in advertising; Äldre konsumenter; mogna konsumenter; Zoomers; fram-ställning i reklam; Konsumentbeteende; marknadsföring; reklam; yngre konsumenter;

    Abstract : Purpose: The purpose of this thesis is two folded: firstly to do a content analysis on how consumers older than 55 years (Zoomers) are portrayed in advertisements in the largest Swedish magazines, and secondly, to uncover what perceptions of this portrayal that older and younger consumers have. Background: The population of the world is growing older, and thus older consumers (+55) are a large and rapidly growing group of the population which also are strong in purchasing power. READ MORE