An Analysis of Promotional Materials Used by Health and Social Service Programs for Older Adults

Abstract

A six city analysis of promotional tools developed by health and social service programs for the elderly (N = 119) and the opinions of older adults utilizing such services (N = 220) is instructive in understanding the types and relative quality of such materials and the extent to which they reflect the preferred images of older adults and elder services as specified by the elderly themselves. Different levels of marketing investment across types of service programs are attributed to four factors: (1) supply and demand; (2) consequences of service selection/use; (3) target audience; and (4) the opportunity to select a service. Findings lead to a series of practical agency marketing campaign recommendations.