Includes bibliographical references (pages 141-158) and index.
Contents:
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?
Summary:
"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"-- Provided by publisher.
This resource is supported by the Institute of Museum and Library Services under the provisions of the Library Services and Technology Act as administered by State Library of Iowa.