Date of Award

Summer 1993

Degree Type

Thesis - Restricted

Degree Name

Master of Arts (MA)

Department

Communication

First Advisor

Crowley, John H.

Second Advisor

Scotton, James F.

Third Advisor

DuPuis, Adrain

Abstract

The advertising of innovations to highly specialized target markets requires sophistication in the selection of both medium and message, particularly if the innovation is risk-resistant (Sheth, 1979). "The conflict 4 between ... (social) values and the observed failure of publicity campaigns to meet stated goals ... is commonly cited as justification for research on information flow and diffusion" (Tichenor, 1973). This study is intended to provide insight into the flow of information about Continuing Care Retirement Communities (CCRCs) to a stratified sample of retirees in Wauwatosa, Wisconsin, who did and did not join a local CCRC. It is designed as a pilot study to encourage further academic research into the growing so-called "senior" target markets, particularity regarding high-risk consumer decisions. Retirees can be vulnerable and the decision to join a CCRC involves large sums Of money; thus it is the author's hope that this research will lead to more effective advertising and better information diffusion so that retirees' needs will be met as effectively as the providers.'

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