Dispelling myths and mothballs

Rigby, Jo
April 2005
Brand Strategy;Apr2005, Issue 191, p54
Trade Publication
Reports on the marketing strategies used by the media and marketing industry for older consumers. Positive outlooks of the older consumers on fashionable clothes; Characteristics of a youthful brand; Factors contributing to the choice between a youth brand and a youthful brand.


Related Articles

  • THE ROLE OF ADVERTISING: USEFULNESS, ETHNICITY, AND THE ELDERLY. LeMasters, Karen // AMA Winter Educators' Conference Proceedings;1985, p220 

    Comments on articles focusing on the impact of usefulness, ethnicity and the elderly consumer on advertising and marketing. Formulation of hypothesis; Quality versus quantity.

  • Young at Heart. Gordon, Kim T. // Entrepreneur;Aug2004, Vol. 32 Issue 8, p68 

    Explains the benefits of marketing to older consumers. Estimated average net worth of adults agend 54 to 64; Behavior of American consumers in their 50s and early 60s; Benefits of using traditional media to reach consumers aged 50 to 64.

  • Can the grey population get the attention their funds deserve? Snoddy, Raymond // Marketing (00253650);2/17/2000, p22 

    Comments on the advertising and marketing community's lack of interest in targeting senior citizens for advertisements in Great Britain. Buying habits and purchasing power of senior citizens; Launch of the Senioragency International agency that caters to seniors.

  • EMPTY NESTS HOLD GOLDEN EGGS. Potter, Howard // Management Review;Apr86, Vol. 75 Issue 4, p32 

    Discusses changes in marketers' attitudes towards targeting older citizens for their advertising and marketing campaigns in the U.S. Demographic information on the over-50-year-old consumer market; Consumer behavior of the sector; Purchasing power of older customers.

  • The many shades of grey. Clark, Nicola // Marketing (00253650);7/15/2009, p24 

    The article discusses how marketers reappraise their marketing strategies to consumers who are over 50 years old in Great Britain. It states that consumers who are over 50 comprised 34 percent of the population. It notes that advertisers are accused of ignoring the sector since they are more...

  • The golden oldie good life.  // Brand Strategy;Apr2005, Issue 191, p48 

    Focuses on the use of ageing world strategy by marketers for older consumers. Factors that influenced to the brand disloyalty for older consumers; Time-liberating effect of empty nests on women in their early to mid-fifties; Importance of pricing and senior discounts for older consumers. INSET:...

  • Car ads annoy over-50 market, survey says. Tylee, John // Campaign;1/24/2003, Issue 4, p4 

    Reports on criticism against car advertisement campaigns by older consumers. Views expressed by older consumers about various car advertisements; Reasons for criticism of the advertisement campaign of Renault; Contribution of youth-centric advertisements towards the criticism.

  • Forgotten 50s.  // Advertising Age;4/20/1998, Vol. 69 Issue 16, p24 

    Reports on how advertisers have forgotten to focus on the over 50 population when it comes to marketing products. Launching of Procter & Gamble Co.'s products for women over 50 years of age.

  • Older consumers don't believe ads, either. Dolliver, Mark // Adweek Western Edition;3/10/97, Vol. 47 Issue 10, p19 

    Focuses on a poll by the Consumer Electronics Manufacturers Association on whether older consumers believe in advertisements. Reaction to advertising by age group; Opinions regarding television spots aimed at seniors.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics