Age and gendered advertising
Age forms part of the demographic characteristics psychologists put into consideration when coming up with research. The baseline for including age into consideration is that children and adults reason differently; as a result, they interpret the world around them differently, too. In addition to this, adults based on their stage whether young, middle or late adults respond researches differently. There was, however, a gap that existed on how marketers can reach out to young adults using the gendered advertisement. To address this gap, Karan Chan carried out a study on the effectiveness of gendered advertisement on young consumers and presented the findings in an article named “How young Chinese consumers respond to gendered advertisements.”
The study adopted an experimental research design, and the sample was selected based on convenience. A total of 216 participants representing both genders that is males and females and who were aged between 17 and 21 years acted as respondents to the study. The respondents were residents of Changchun. The respondents were thereby tasked with the role of responding to various print advertisements and which were themed differently that is traditional and modern. Research findings implied that young adults in China are, however, not sensitive to the theme of either modernity or tradition. Therefore brands can comfortably choose any of the gender roles women to play in adverts without including the aspect of change when reaching young adults.
Media of Advertisement
The choice of media to use in placing an advert for a different commodity is a question that crosses the mind of a marketing manager for a brand when making a decision on marketing. Target audience sometimes has a tendency of avoiding an advert since they term it incredible based on the choice of media used. The right channel for placing the advert can, however, overcome the barrier to the effectiveness of advert stated. Adverts can be placed on print media, radio, television or even the internet, among many other means. Jensen Moore carried out a study in an effort to bridge the gap and evaluated the predictors of avoidance behaviour among five different media and which include attention, attitude and experiences. An advertisement is effective when the target audience can remember it. The study utilized a sample that was conveniently available to 162 respondents. The findings of the study indicated that adverts placed on print media such as newspapers as well as magazines were rarely avoided. Television and radio were relatively avoided, and people could switch from one station to another. Although the internet is the means that reaches the highest number of people, it was avoided a lot by many people and termed as annoying, especially pop-ups. Print media happened to be the most reliable advertisement channel.