The 50 Plus Market: Why the Future is Age-Neutral When it Comes to Marketing and Branding Strategies
Challenging marketing's core assumptions about the effects of ageing on consumer behaviour, The 50 Plus Market provides a fresh approach to the way companies interact with their older customers. It explains how the principles of age-neutral marketing will ensure companies capture the vast expenditure generated by this affluent group. This compelling book analyses all aspects of marketing to this age group. Supported by research from OMD, one of the largest and most influential media communications specialists in the world, The 50 Plus Market is essential reading for those wishing to refine their marketing strategies.
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1 Marketers on marketing to the over50s
2 The future is getting older
3 Myths and marketing myopia
4 A global snapshot
5 Whats different about being old?
6 The strange world of segmentation
7 The value of geodemographics
8 The rules have changed
11 Interactive media for older eyes hands and minds
12 Communicating with the over50s
13 Thoughts about the creative
14 What of the future?
Appendix 1 Older eyes hands and minds
Appendix 2 A website audit for agefriendliness
Appendix 3 Questions that test a companys ageneutrality
Appendix 4 Details of OMDs market research programme
Other editions - View all
50-plus market AARP adults advertising age profile age range age-friendliness age-neutral ageing population agencies apply approach argument attitudes Australia baby boomers brand loyalty campaign cent chapter cognitive communications companies company’s consumer behaviour countries created creative customers Czech Republic demographic Director e-mail marketing economic effects of ageing example experience factors Figure focus geodemographic geodemographic segments holidays implications important income increase industry interactive channels issue lifestyle managers market research marketing strategy marketing’s media planning Michael Harvey mobile phone navigation neighbourhood older age groups older consumers older market options pensions people’s percentage person predicting problems questions responses segmentation senior shows significant simple site’s spend statement stereotypes Super troopers target technique today’s try new brands types UK’s understand usability usability testing users wealth website’s women young younger youth