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AARP’s Long-Term Care Ads and Long-Term Care Messaging

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.

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AARP’s Long-Term Care Ads and Long-Term Care Messaging

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  1. AARP’s Long-Term Care Ads andLong-Term Care Messaging Presentation for AARP State Offices For internal use only November 2007 Contact Linda L. Barrett in Knowledge Management with questions X36197

  2. Background • Introduction and background

  3. Research Phase I • In-depth interviews – August 2006 • What didn’t work (disaster check) • What did work

  4. Revised Ads Added new elements to test

  5. Research Phase II • Panel Survey – September / October 2006 • Ad testing (National / Ohio) • Language testing (National / Ohio) • Sample – women between 40-60 years old

  6. 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.

  7. 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

  8. State Results

  9. 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.

  10. Recommendation for Ohio Ads • Adopt the most highly rated state ad • Create another state ad that replicates the above ad using African American women

  11. Alternative words / phrases for Long-term Care

  12. 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

  13. Thank You! Keep us in mind for future work

  14. Full List of Phrases

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