SilverComm: Marketing Practices and Messages for the Age of Aging

The textbook "Marketing to Seniors: The Silver Tsunami" emphasizes the importance of targeting the senior market, which is often overlooked in marketing campaigns. With the Baby Boomers turning 75 and the population of seniors expected to increase, it is crucial to understand the unique needs and preferences of this demographic. The textbook offers insights into how longevity has affected marketing and advertising practices and provides practical examples and case studies. It also features interviews with professionals working with seniors and includes project-related exercises and resources.

Format: Paperback / softback
Length: 180 pages
Publication date: 16 February 2023
Publisher: Rowman & Littlefield

In 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 undergraduate 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 includes text boxes within each chapter to highlight key points, project-related exercises at the end of each chapter, engaging illustrations, and an appendix. The appendix includes Project Resources and 50 Years of U.S. Elder-focused Cinema.

Dimension: 229 x 152 (mm)
ISBN-13: 9781538175149