Description
Book SynopsisIn 2021, the first of the 78 million Baby Boomers turned 75, and by 2030, those 65 and older will account for 20% of the U.S. population. Although seniors control 70% of disposable income and make 50% of all consumer purchases, most current marketing campaigns devote less than 10% of their budgets to this vital and vibrant market.
It is imperative that the strategic communication professions take note of this oncoming Silver Tsunami and learn to make the most of it. This supplementary textbook, suitable for both undergrad and graduate students, explains how longevity has affected and must continue to affect marketing and advertising practices. While students rarely gear their professional paths towards elderly markets, engaging with the senior sectors can lead to an incredibly rewarding and successful career.
In addition to 25 exclusive interviews with professionals working with seniors, the volume features
- new, theory-based research on crisis public relations, advertising’s distorted mirror, unregulated medical advertising, and media erasure
- focused content on many U.S. states and various foreign countries
- text boxes within each chapter to highlight key points
- project-related exercises at the end of each chapter
- engaging illustrations program
- appendices, including Project Resources and 50 Years of U.S. Elder-focused Cinema
Table of Contents1.The Age of Aging
Part I. WORKING IN SILVERCOMM
2. Professional Paths
3. Practitioners’ COVID Year
Part II. ADVERTISING
4. Elders’ Portrayals in Mainstream Media Advertising
5. Medical Advertising’s Elder Appeals, Then and Now
Part III. PUBLIC RELATIONS/ MARKETING
6. Creating Effective Senior-market Messages
7. United States, Land of Retiree Choices
Part IV. CURRENT ISSUES
8. Gender, Race and Sexual Orientation
9. What’s Ahead
APPENDICES
Cinema/TV Comedies and Dramas: Elder Portrayals
Resources for Research on the U.S. Silver Tsunami
