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It's a tough choice for a marketer to resist the temptation of leveraging a successful nichebrand to mass market categories. But on hindsight, it is always wise to keep niche branda niche brand.Source:12.2.3 Age Sub-cultureMarketers have attempted to identify age cohorts as sub-cultures because they produce uniqueshared values and behaviours. A generation or age cohort is a group of persons who haveexperienced a common social, political, historical and economic environment.Those who are over 55 years of age account for a substantial portion of population in India. Theycan be targeted with products like chyawanprash, retirement plans, ointments etc. Charles DSchewe has recommended a number of guidelines to make communication effective with olderpeople:1.Keep the message simple:Don't overload the message with unnecessary information. Thecapacity of older people to process information is reduced and they may miss informationif their attention is divided.2.Make the message familiar:As familiar experiences are easier for older people to process.They find comfort and security in seeing and hearing events in the usual way. If a messageis complex, repeated exposures reduce the effort needed to interpret the message.3.Make the message concrete:Older people rely more on concrete than on abstract thinkingas their problem solving abilities generally decline. Emotional appeals in advertisingoften tend to be vague and due to this reason they may not be as effective in reaching olderpeople as hard-hitting rational appeals. Visual aids improve recall for adults.4.Take it point by point:Spacing the message allows old people to process each piece ofinformation individually. Old people concentrate on the first part of a message longerthan do younger people. If information is presented too quickly, the earlier cues overpowerthe points made later.
LOVELY PROFESSIONAL UNIVERSITY157Unit 12: Sub-culture and Cross-cultural Consumer BehaviourNotes5.Give preference to print media:When old people are allowed to process information attheir own pace, their learning abilities improve. Print media, unlike TV and radio, allowspeople to set their own pace.6.Supply memory aids:The ability of old people to organise and recall information readilydeclines compared to younger adults. To trigger their memories, visual cues are especiallyeffective. Ask them to remember what the old product looked like, then show them thenew one.7.Make good use of context:The more pleasant the memory, the more easily it is recalled.Any audience that feels personally involved will remember the ad message. The evokingof positive images of family (weddings, births), health, social interaction and theaccomplishments of tasks is an effective way to engage old people.