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50-Plus Market Why the Future Is Age Neutral When It Comes to Marketing and Branding Strategies

ISBN-10: 074944939X
ISBN-13: 9780749449391
Edition: 2007
Authors: Dick Stroud
List price: $29.95 Buy it from $3.00
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Description: Baby boomers are the wealthiest, fastest-growing consumer group in the world, yet the market remains largely untapped by marketers. In fact, only five percent of worldwide ad budgets are geared toward older costumers while 80 percent goes to  More...

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Book details

List price: $29.95
Copyright year: 2007
Publisher: Kogan Page, Limited
Publication date: 5/1/2007
Binding: Paperback
Pages: 336
Size: 6.00" wide x 9.25" long x 1.25" tall
Weight: 1.188
Language: English

Baby boomers are the wealthiest, fastest-growing consumer group in the world, yet the market remains largely untapped by marketers. In fact, only five percent of worldwide ad budgets are geared toward older costumers while 80 percent goes to reaching 18- to 34-year-olds. Acknowledging that the 50-plus consumer market is foreign territory to many marketers, author Dick Stroud provides a how-to guide for key elements of a marketing strategy targeting boomers. His new approach to how companies can interact with older customers advocates age-neutral marketing strategies, ensuring the growing numbers of affluent consumers over the age of 50 aren't overlooked. Using research from OMD, the world's second-largest media communications firm in the world, "The 50-Plus Market" shows why the obsession with youth-centric marketing must end.

Marketers on marketing to the over 50s
The future is getting older
Myths and marketing myopia
A global snapshot
What's different about being old? The strange world of segmentation
The value of geo-demographics
The rules have changed
From theory to practice
Interactive channels
Interactive media
Communications with the over-50s
Thoughts about being creative
The future

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