SilverComm

Marketing Practices and Messages for the Age of Aging

Anne M. Cooper, Young Joon Lim (Autoren)

Buch | Hardcover

180 Seiten

2023
Rowman & Littlefield (Verlag)
978-1-5381-7513-2 (ISBN)

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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 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

Anne Cooper worked for 10 years full time as a journalist, magazine editor and public relations practitioner before beginning a 26-year teaching career at Ohio University. During that career, she was the graduate director at the E.W. Scrips School of Journalism. A Fulbright Senior Research Scholar in Japan and a DAAD scholar in Germany, she has written/ coauthored/edited five previous books and numerous journal articles. Her work has been featured in the Sunday New York Times, on ABC-TV, the BBC and other media outlets. Young-Joon Lim is associate professor in the Department of Communication at the University of Texas, Rio Grande Valley, where he teaches courses in mass media campaigns, theories of communication, research in communication, and public relations theory and practice. Lim has experience in insurance sales, news reporting, and public relations for the defense industry. He is author of Public Relations: A Guide to Strategic Communications (second edition, 2021).

1.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

Erscheinungsdatum	02.02.2023
Verlagsort	Lanham, MD
Sprache	englisch
Maße	158 x 237 mm
Gewicht	417 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	1-5381-7513-4 / 1538175134
ISBN-13	978-1-5381-7513-2 / 9781538175132
Zustand	Neuware