aarp’s long-term care ads and long-term care messaging
DESCRIPTION
AARP’s Long-Term Care Ads and Long-Term Care Messaging. Presentation for AARP State Offices For internal use only November 2007 Contact Linda L. Barrett in Knowledge Management with questions X36197. Background. Introduction and background. Research Phase I. - PowerPoint PPT PresentationTRANSCRIPT
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AARP’s Long-Term Care Ads and
Long-Term Care MessagingPresentation for AARP State Offices
For internal use only
November 2007
Contact Linda L. Barrett in Knowledge Management
with questions X36197
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Background
• Introduction and background
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Research Phase I
• In-depth interviews – August 2006
– What didn’t work (disaster check)
– What did work
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Revised Ads
Added new elements to test
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Research Phase II
• Panel Survey – September / October 2006• Ad testing (National / Ohio)• Language testing (National / Ohio)
• Sample – women between 40-60 years old
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Frame One
A Photo - Three women (“Join the
discussion . . .” last line)
25%
B Photo – Older woman front,
younger woman back (“Join the discussion . . .” last line)
46%
C Photo – Woman in front of grass land (“Support the growth . . . “ last line)
29%
D Photo – Woman front, man back
(“Join the fight . . .” last line)
26%
E Photo – Woman in black dress
(“Join the fight . . . “ last line)
12%
Frame Three
A November 7 headline (“Join the discussion . . .” last line)
12%
B November 7 headline (“Support
the growth . . . “ last line)
12%
C November 7 headline (“Join the fight . . . “ last line)
16%
DK / no answer 8%
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Analysis of Top-rated Ad• Married women, those with higher levels of education, and those who say their family has experience
with LTC are more likely to say the ad:• Catches their attention• They understand the message• They believe the message
• However, African American women and lower income women are more likely to say the message is:
• important • relevant to them at this point in their life
• They are more likely to say they will do what the ad asks them to do than their counterparts.
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Recommendation for National Ads
• Adopt the most highly rated national ad
• Create another national ad that replicates the above ad using African American women in the photograph
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State ResultsAd Ohio Frame
A November 7 headline (“Join the fight . . . “
last line) 53%
B Photo – Woman in front, man in back (“Join
the fight . . . “ last line) 71%
C Photo – woman in black dress (“Join the fight
. . . “ last line) 63%
DK / no answer 3%
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Analysis of Top-rated Ohio Ad
• Highly educated women who say their family has experience with long-term care are more likely to say the ad:
• Catches their attention• They understand the message
• Older women and African American women are more likely to say the message is:
• Important• Relevent
• They are also more likely to say they will do what the ad asks them to do.
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Recommendation for Ohio Ads
• Adopt the most highly rated state ad
• Create another state ad that replicates the above ad using African American women
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Alternative words / phrases for Long-term Care
National % Ohio %
Long-term independence 71 Long-term independence 66
Long-term independent care 71 Long-term independent care 66
Supportive services for daily living 62 Long-term personal care and assistance
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Long-term personal care and assistance
61 Supportive services for daily living 61
Lifelong options 60 Lifelong options 61
Long-term supportive services 55 Care for life 57
Ageless independence 54 Long-term services and supports 54
Long-term services and supports 54 Ageless independence 51
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Recommendation about Alternative Words / Phrases for Long-Term Care
• Consider using following language
• Long-term independence
• Long-term independent care
• Long-term personal care and assistance
• Supportive services for daily living
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Thank You!
Keep us in mind for future work
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Full List of Phrases