Marketing strategies are used to convey product or service information and value offerings to a defined and specific audience. The ways in which these strategies are realized through graphic design may greatly impact the meaning and success of a marketing message on the intended audience. Some forms of messaging may unintentionally have a negative or positive effect on their viewer. It is important to analyze the types of designed messages being communicated to different age groups. This thesis study focuses on single-page, printed promotional advertisements specifically created to market a product or a service to a Senior demographic, people aged 65 and over. This thesis defines responsibilities for marketers and designers when creating promotional messages for an older market audience. These responsibilities are articulated as a result of careful analysis of research in graphic design, marketing and Senior demographics. The analysis prompts re-design of existing promotional strategies and led to a design application of an original advertising strategy to promote the value of a beneficial product. The strategies used in this application focus on specific language and design decisions that can be most effective to the diverse market of senior individuals.
Library of Congress Subject Headings
Target marketing; Older consumers; Commercial art
Department, Program, or Center
School of Design (CIAS)
Nichols, Jenna, "Effectively targeting older consumers" (2011). Thesis. Rochester Institute of Technology. Accessed from
RIT – Main Campus