Elderly consumers existent or not?: Portrayal of consumers 65+ in print ads in Serbia
The paper aims at opening a discussion on representation of elderly consumers in advertising messages in local markets. It builds upon previous studies in the US and Western Europe, tackling the issues of advertising addressed to elderly consumers. Theoretical background is rooted in socio-psycholog...
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| Format: | Article |
| Language: | English |
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Srpsko udruženje za marketing
2017-01-01
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| Series: | Marketing (Beograd. 1991) |
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| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2017/0354-34711703183O.pdf |