SilverComm marketing practices and messages for the age of aging

The age of aging -- Professional paths -- Practitioners' COVID year -- Seniors' portrayals in mainstream media advertising -- Medical advertising's elder appeals, then and now -- Creating effective senior-market messages -- United States, land of retiree options -- Gender, race and se...

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Bibliographische Detailangaben
1. Verfasser:	Cooper-Chen, Anne (VerfasserIn)
Weitere Verfasser:	Lim, Young Joon (VerfasserIn)
Format:	UnknownFormat
Sprache:	eng
Veröffentlicht:	Lanham, Boulder, New York, London Rowman & Littlefield 2023
Schlagworte:	Verbraucher > Zielgruppe > Ältere Menschen > Marktsegmentierung > USA > Older consumers > Market segmentation
Online Zugang:	Inhaltsverzeichnis
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Beschreibung
Zusammenfassung:	The age of aging -- Professional paths -- Practitioners' COVID year -- Seniors' portrayals in mainstream media advertising -- Medical advertising's elder appeals, then and now -- Creating effective senior-market messages -- United States, land of retiree options -- Gender, race and sexual orientation -- What's ahead? "The marketing world has long under-appreciated the buying power held by adults over 65 years of age. In the current age of longevity, it's essential that students engage with strategies that embrace all age groups. This text combines professional interviews, theory-based research, and practical exercises to supplement any strategic comm course."
Beschreibung:	xiii, 165 Seiten Illustrationen, Diagramme
ISBN:	9781538175132 978-1-5381-7513-2 9781538175149 978-1-5381-7514-9